Lateral rebrands Global Insight Group

Lateral Group, the DST Systems-owned data business which has expanded to offer creative and planning services, has been rebranded the Global Insight Group in a move designed to reflect its customer engagement offering.
Dubbed “the GIG at DST”, the enterprise-wide division has offices in both the UK and US, and is designed to offer existing as well as new DST clients greater data insights.
Founded in 1969, DST Systems Inc is a global provider of technology-based service solutions, which employs over 12,000 people in 40 offices, across five continents.
Later this year GIG will launch a technology wing, the “GIG Lab”, designed to generate valuable insights across key industries. It also plans to set up a digital partnership team, to keep clients at the forefront of new technologies that enhance interactions with customers.
Originally launched as Vertis DM, the data arm of print group Vertis, in the late Nineties, the company rebranded Data Lateral four years later, before becoming Lateral Group in 2007. This move was triggered by an expansion of its services into data buying and media planning and buying.
Since being bought by US firm Innovative Output Solutions (which is owned by DST) in August 2011, the print side was rebranded DST Output, with the data division now part of DST Systems. In the UK, this has seen it build a creative offering, headed by executive creative director Mike Cavers, and appoint former COI direct marketing chief Marc Michaels as a consultant. Michaels is now full-time at the company and sits on the board of directors.
This creative expansion saw Lateral Group scoop a place on the Government’s £360m direct marketing agency roster last year – an appointment which would have been out of reach if it had remained just a data management firm – as well as pick up CRM business from South West Trains, Arriva and Kwik-Fit.
Global Insight Group UK chief executive Jason Cromack said: “‘We are proud of our past achievements – evolving our data management services and business insight to include award winning planning and creative. This incorporation into DST’s Global Insight Group is an exciting next step for us. It gives us the opportunity to further develop our offering with the support of some highly gifted individuals.”