The deal is part of a move by Tangent to position itself as a top-ten digital marketing business and one that creates "a fantastic synergy" between the two businesses.

Lateral counts the RSPCA, Hachette UK and Which? among its client base. It moved to Tangent’s London office last week.

Nick Gillett, managing director at Tangent Communication’s digital agency Tangent One, said: "By creating innovative digital marketing strategies, driven by unique technology and delivered through some of the industry’s best creative talent, we feel we have a very compelling proposition to bring to the marketplace."

He added: "There is a fantastic synergy between our two businesses which, we believe, will enable us to provide our clients with a ‘dream team’ of digital knowledge and expertise."

According to Lateral, the acquisition by Tangent represented the "perfect move" to take the company to the next step.

Jon Bains, co-founder and planning director at Lateral, said: "Our ambition has always been to build a world-class digital marketing business with a true delivery focus and now, with Tangent, there is an amazing opportunity to make a significant impact on the market together, even in these trying times."

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