Niche London technology practice Hobson Audley has won a lucrative pitch to advise the UK arm of Carlson Marketing Group, the world's leading relationship marketing agency - thanks to its US relationship firm. US firm Faegre & Benson, a multinational partner of Hobson Audley, already acts for the US side of the business. Hobson Audley's innovation and technology group, led by Robert Bond, was contacted three months ago by the group to ask if the firm would attend a beauty parade. The Lawyer understands that Osborne Clarke was involved at a very late stage of the pitch, but that Carlson eventually plumped for Hobson Audley. The firm will advise Carlson on a range of digital media issues. Carlson Marketing Group Inc is headquartered in Minneapolis, but has a significant presence in the UK. To date, Hobson Audley has advised on ensuring the UK operation of the business is compliant with legal and regulatory laws, including privacy, data protection and IT security. "The next stage is to review all of the standard contracts that they use," says Bond. The UK arm has some major clients that it manages websites for, including the airline Buzz. Hobson Audley will ensure that all the operations are as watertight as possible so that the benefit may be passed on to the group's clients. One of Carlson's most recent projects was the development of Guinness's new global website, which Hobson Audley advised on. The firm now acts for a whole host of web clients, including phoneme.com. Other clients include those who build their own online services, including Swiss Life's interactive website for pensions and financial services.