Sister companies merge to create The Lateral Group

by Sarah Johnson, Marketing Direct 10-Oct-08, 11:00

LONDON - Sister companies Howitt, Dialogue Solutions and Data Lateral have merged to become the Lateral Group.

The group has also launched a mobile and digital marketing agency that will operate under the name Shift Click.

The move, announced by Howitt chief executive Nick Dixon, is in response to clients wishing to run integrated campaigns with one marketing company.

Dixon said: "The businesses will still operate under their own brands but if a client wants to use several services, they can deal with the Lateral Group, rather than having to go to each company individually."

Shift Click will offer online and mobile marketing as well as web development and email broadcasting. The launch aims to compliment the services offered by mailing and fulfilment company Howitt, digital printer Dialogue Solutions and analytics company Data Lateral.

Dixon said of the merger: The launch of Lateral Group is the pinnacle of several years of solid investment, hard work and determination from the management team."

Comments

gotnoteef - 10/10/2008

Didnt' Data Lateral re-brand as The Lateral Group a year or two back? Perhaps they felt it needed another 'shot in the arm' to remind folks?

gotnoteef - 10/10/2008

New Lateral Group formed Direct Response 09-Mar-07, 17:07 The founder of Data Lateral, Peter Simpson, has expanded the company through a series of acquisitions and formed a full-service marketing company, Lateral Group. He will take up the position of executive chairman at the firm, which comprises five integrated businesses: Data Lateral; Lateral Minds; Lateral Connect; Shift Click; and Loudspeaker.