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The shift will enable consumers to buy products and find out about retailers' deals via mobile phone and online.

118 118 is now in discussions with third-party businesses. The strategy is intended to -differentiate the service from rivals such as BT and Yell.

Digital agency Work Club has been appointed to help 118 118 develop online services, communications and revenue-generating activities. The agency will align 118 118's digital advertising with its above-the line-activity, created by The Brooklyn Brothers.

118 118 launched a pitch to find a digital agency in February and began working with Work Club and LBi on a period of development with an open brief.  It has not retained LBi.

The company's core strategy team, comprising chief executive Gerry Murphy, The Brooklyn Brothers founding partner George Bryant and Work Club strategy partner Patrick Griffiths, is to work on acquisition and retention marketing, as well as new product dev-elopment.

The Brooklyn Brothers created the current Ghostbusters-themed ad campaign.  118 118 also recently agreed a year-long tie-up to sponsor all films on ITV's digital channels.