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.