- WWAV Rapp Collins is launching an offshoot called Optima Direct.
Optima Direct will provide customer contact management solutions and manage telemarketing programmes behind activity such as DRTV. It will be headed by managing director Ken Carlon, previously senior vice-president of Optima Direct in the US. Matthew Eccles, group development director of WWAV Rapp Collins Group, will be chairman.
Optima will manage the customer contact process for clients. For instance, it will send consultants into call centres to train staff to ensure brand and campaign objectives are delivered.
Carlon said: "Companies spend millions on advertising to build a brand image and too often find that image being destroyed at the first point of customer contact. Optima Direct will ensure that we deliver a customer experience that fulfils the promise of the advertising."