Lateral Group has strengthened its senior management team – as part of plans to expand into the agency market – by hiring former COI chief Marc Michaels as a consultant, along with ex-Publicis Chemistry planning boss Peter Anderson.
The move follows the appointment of Mike Cavers as Lateral Group’s first executive creative director earlier this year.
He is now in the process of hiring teams for a beefed up creative department.
Michaels (pictured, left), formerly COI director of direct and relationship marketing and evaluation, joins Lateral Group this month as a consultant to support and develop client activity across the group.
He left the COI, after 25 years, when it was disbanded earlier this year and set up his own consultancy End to End Marketing. Michaels – a hugely respected figure – has been involved in all aspects of direct and relationship marketing work on hundreds of high profile Government information campaigns.
His arrival at Lateral Group boosts the firm’s growing public sector department and he will use his experience and knowledge to oversee all activity in this field.
Anderson (pictured, right) has been appointed as head of planning, with responsibility to oversee and underpin all planning activity across the agency. During 12 years in the industry, which has seen him also work for Saatchi & Saatchi, Agency.com, DDB as well as Publicis, he has built a client portfolio that includes Toyota, Procter & Gamble, BUPA, Mercedes and Virgin Media.
Lateral Group chief executive Jason Cromack said: “We’re thrilled to welcome Marc and Peter to the team. Their world class experience, along with that of Mike Cavers, complements our position as an innovator in customer engagement. Their collective expertise will help us to continue to grow the business by combining data insight and creative thinking that is grounded in solid planning to deliver dynamic integrated campaigns for our clients.”
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