WWAV Rapp Collins has launched a consultancy offshoot that aims to
bridge the gap between management consultancies and communications
Called Zalpha, the company will house WWAV’s existing planning
department, as well as other specialists from outside. Chris Gordon, who
remains WWAV’s group operating officer, will take on the chairman’s role
at Zalpha and in the short term will act as caretaker managing director
until a permanent one is recruited.
Bill Portlock, WWAV’s planning director, will be Zalpha’s deputy
managing director and below him Tony Masters, formerly the data
development director, will be the senior strategic partner.
Existing clients will be able to continue using the planning resource as
before, while new ones can choose to work on either a project or
The services offered by Zalpha include strategic business development,
strategic communications research and development, new media, database
valuation and customer relationship marketing - one of the
fastest-growing areas in direct marketing.
Zalpha will officially launch once a managing director is on board. It
is likely that the candidate will have extensive experience on the
client side, as well as knowledge of customer relationship
Gordon said: ’Unlike management consultancies, we will deliver solutions
in the context of understanding how all of our strategies can be
implemented and in the knowledge that they must generate both short- and
long-term return on investment. And, unlike communications agencies, we
will look at business solutions in which promotion is only part of the