The company, which was recently bought by US-owned printing firm Innovative Output Solutions, has previously specialised in data solutions but Cavers’ appointment will trigger a major drive into the creative arena.
In hiring Cavers, Lateral is signalling its ambition to challenge the agency market in terms of creative thinking and execution. Among the most experienced names in the industry and a regular on awards juries, his appointment will put Lateral firmly on the creative map and is likely to see it take on far more agency-style work.
One of the most high-profile creative chiefs in the DM industry, Cavers came to prominence in 1987 as a founding partner and ECD of Limbo, Bartle Bogle Hegarty’s direct marketing arm. It was while at Limbo, he hired many of today’s top creatives and gave AIS co-founder Steve Stretton his first job in DM.
Cavers remained at Limbo for nearly a decade, then had spells at Payne Stracey, TBWA/H Europe Amsterdam, and Publicis Dialog, where he stayed for six years.
He quit Publicis in 2006 for Chemistry Communications but was then reunited with his former Publicis managing director Simon Marshall at The Marketing Store in September 2009. Marshall moved to take up a top role at the agency’s US office last year.
Marshall once said of Cavers: ““Chock full of creativity and passion for the work: and it is all about the work with Mike. He will constantly push and challenge himself and the agency to deliver great creative. You won’t find anyone more consistently full of enthusiasm for the business, for his teams and for his clients. Add that to his experience and his creative instincts and you have a very powerful combination: all wrapped up in his trademark black apparel and traditional Caledonian determination and drive.”
Lateral Group chief executive Jason Cromack commented: “Mike is arguably one of the most experienced and awarded creatives in the market. We are delighted to have him on board in a move that demonstrates our commitment to becoming a leading integrated marketing communications agency.
“His appointment reinforces our commitment to delivering highly creative and targeted multi-channel campaigns that work seamlessly with our successful insight and data offering. With Mike on board we hope to build a recognised, award winning multi-channel creative agency, delivering inspired and very relevant creative messages to our clients.”
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