Former CNET Ad Specialists Start New Agency

Kate Everett-Thorp, former ad exec at CNET, and four co-workers established
a new agency in San Francisco called Lot21. The agency will focus on
return-on-investment advertising.

“We’re going to have a pure focus on online advertising and the integration of
the medium beyond the banner,” Everett-Thorp, who is president and CEO of
Lot21, and former chairman of the Internet Advertising Bureau’s media
measurement task force, told Advertising Age.

Lot21 will handle all strategy, planning, creative, media buying, and
research.
It will not build corporate Web sites, and is said to be considering forming
strategic relationships with Web developers to handle those duties.

“We feel strongly that today’s known models are just the beginning and that
more mature models of advertising have yet to be developed,” Lot21 says on its
Web site.

“Consumer Conversion Solutions,” the cornerstone of Lot21’s interactive
advertising services, refers to converting a consumer to any number of a
company’s marketing goals, ranging from promoting brand awareness to
selling a company’s products and services.