Labour bloggers have come together to set up a new digital PR consultancy that has been backed by former Downing Street comms director Alastair Campbell.
Game Changer will be headed by David Prescott, previously head of media at Geronimo Communications and son of the former deputy prime minister.
Also behind the new venture is Alex Hilton, PRWeek columnist and co-founder of the LabourHome website.
Prescott and Hilton recently played key roles in Labour's web-based Go Fourth campaign.
They also worked together on the 'Give Up The Bonus' campaign, which sought to harness public anger over RBS chief executive Sir Fred Goodwin's pension.
Prescott said: 'We've set up the consultancy because we really want to put web 2.0 at the very heart of all our campaigns.'
Hilton said the agency would look to 'co-ordinate mainstream media, new media and public affairs'.
Game Changer has already landed one of the UK's biggest trade unions, Usdaw, as a client, as well as the left-wing Tribune magazine.
The nascent Shoreditch-based agency will also work for the Go Fourth campaign.
Campbell, co-founder of the Go Fourth campaign and now a regular blogger, said: 'It's fair to say Labour's online campaigning had been playing catch-up with the Tories.
'David and Alex have really helped to close that gap with Go Fourth.
'And knowing how hard I used to find it to get John Prescott to take modern communications seriously, it is an achievement in itself that David and Alex have managed to get him to blog and Twitter as he does.'
- David Prescott, MD Previously head of media at Geronimo Communications. Former GMTV producer
- Alex Hilton, new media director Co-founder of LabourHome and founder of Recess Monkey blog
- Tom Miller, consultant Former editorial assistant on LabourList
- Jaan Arell, designer Has done work for the European Parliamentary Labour Party.