LONDON, April 3 /PRNewswire/ --     ?What If! - the world's largest independent innovation company
- announced today the acquisition of leading digital strategy & innovation
consultancy Fathom Partners. Bringing together their people and expertise in
the areas of technology, media and telecoms, the new division will fall under
the banner of ?What If! Digital.

This will be ?What If!'s first acquisition and signals a new chapter of
growth and area expertise for the company. Matt Kingdon Chairman of ?What If!
said;

"We (Fathom and ?What If!) found ourselves bumping into
each other at various client engagements and pitches. We quickly discovered
that we had similar values and a similar passion for innovation and that we
had different and complementary ways of going about it. We spoke to some of
our mutual clients and they told us that a joined up offering, balancing
proven innovation techniques, consumer-focus, technical expertise and
business case development, would be really valuable - so we decided to
collaborate.

This is an exciting time for us and for our clients too. I
have great admiration for the Fathom team and I'm excited about the strength
of our collective offering. Now we can bump into each other over a cup of
tea. With the combination of innovation skills and rigorous digital
expertise, we can help our clients conquer the digital innovation agenda
together."

Harry Blundun and Harry Hobson, partners at Fathom, said:

"We help clients use digital technology to grow - by creating
new products and services, by developing new strategies and by delivering new
customer experiences. In joining forces with ?What If! we are creating a
multi-disciplinary team with a wealth of digital experience and a proven
approach to innovation. Our combined offering is designed to give clients
everything they need to use digital to grow - we are tremendously excited
about our future together!"

The team will work worldwide and have already begun work on
several pitches and projects.

More about ?What If!

Co-founders Matt Kingdon and Dave Allan opened the doors to
?What If! in 1992. Today ?What If! is a GBP30m company and global team of
300, with offices in London, Manchester, New York and Shanghai. Working in
over 40 countries with many of the world's most admired companies and
government departments. ?What If! also have a dedicated social innovation
foundation which supports social entrepreneurs and innovators.

?What If! Clients include AstraZeneca, Lexus, Sky, Samsung,
Unilever, Coca Cola, BP, Cadbury Schweppes, Shell, BT, British Airways,
British Gas, Sainsbury's, LG and many UK government departments.

?What If! were accredited with The Guardians Top 100 Employers
for 2006/7 and also were awarded the Financial Times 'Best Place to Work UK'
award for 2 years consecutively in 2004 and 2005.

http://www.whatifinnovation.com

More about Fathom Partners

Founded in 2001 by Harry Blundun and Harry Hobson, Fathom
Partners is a London-based strategic digital innovation firm, focusing on
media, telecoms and technology. Fathom helps its clients to develop new
products and services, solve business problems and improve operations. Its
approach combines the rigour of strategy consulting with hands-on experience
in technology, marketing and operations and an ability to think creatively,
bringing its clients a fresh perspective. Fathom's team is expert in digital
content and services online and on mobile, and in healthcare technology.

Fathom's clients include the BBC, Channel 4, UKTV, France
Telecom, Visa, Vodafone, Intel, adidas and Ofcom, and smaller companies and
start ups.

http://www.fathompartners.com