The Drum Awards Festival - Extended Deadline

-d -h -min -sec


Lateral Group expands senior team with two new appointments including COI's Marc Michaels


By Gillian West, Social media manager

November 6, 2012 | 2 min read

Customer engagement agency Lateral Group has announced two new appointments in its senior team.

Former director of direct and relationship marketing and evaluation at COI, Marc Michaels, joins Lateral Group from November as a consultant. His role will be to support and develop client activity across the group. Michaels boasts more than 26 years’ experience and has worked across a host of Government departments including Health and the Department of Work and Pensions.

Michaels is also a valued contributor to Westminster processes and was the lead author of the Best Practice Guidance for Government. Lateral Group hopes his appointment will strengthen the firm’s public sector department, benefitting from his experience and knowledge of activity in this field.

Peter Anderson has also been named head of planning at the group with a brief to oversee and underpin all planning activity across the agency. Anderson joins from Publicis Chemistry where he worked for the likes of Saatchi & Saatchi, and DDB. Previous clients include Toyota, Procter & Gamble, BUPA, Mercedes and Virgin Media.

The new hires follow the appointment of Mike Cavers as Lateral Group’s first executive creative director and are the latest in a string of developments for the agency following its recent expansion into the US market.

CEO at Lateral Group, Jason Cromack, commented: “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.”


Content created with:

Lateral Group

Find out more

More from Coi

View all


Industry insights

View all
Add your own content +