Lot21 Aims to Move Beyond Interactive Advertising

San Francisco-based interactive agency Lot21 Tuesday Lot21 unveiled two new offerings — consulting services and Web marketing.

Lot21 says it’s turning to ad industry veteran Michael White to oversee the company’s growth into these new initiatives. White, who comes to Lot21 from McCann-Erickson/A&L, is taking the newly-created position of general manager, which means he’ll oversee the day-to-day operations of the company’s West Coast office.

“Lot21 is committed to developing and implementing creative new approaches and strategies in working towards our clients’ goals,” said Kate Everett-Thorp, CEO of Lot21.

“Our expansion of services is a direct, proactive strategy that we have implemented to continue to provide superior service to our clients in this explosive industry”

The new consulting services division, to be headed by Norma Manty, formerly of the Leonhardt Group, aims to help companies formulate their online strategies. The division will conduct market research and do business analysis.

Geene Rees, who is joining Lot21 from Novo Interactive, will lead Lot21’s new Web marketing group, which will build sites from the ground up, do usability testing, and measure results.

Earlier this year, Lot21 formed the media consulting group, which helps clients with media buying.