Wallinger said that the company will start as a CRM, data and insight consultancy, primarily set up to work with digital, CRM, integrated and sales promotion agencies to data bureaux who want anything from strategic data planning and data project management to help on pitches or working as an overflow.
Over time Wallinger plans to add digital planning, consumer and communications planning to the overall mix.
Wallinger states on his company's website: "Now we have the world of digital linking with data disciplines (data collection, targeting, personalisation, analysis, measurement and evaluation). And this is the direction data planning has to go.
"Still using offline to collect information, but more and more getting people on line to hand raise, create a relationship, collect data, analyse and segment it and then communicate with consumers through their journey with a brand across multiple touchpoints."
Wallinger left his position as data planning director at Hicklin Slade & Partners in March and worked on setting up the Marketing Planning Practice.
He spent a year at Hicklin Slade, joining to help set up data.HS&P, its branded data offering.
Prior to that Wallinger spent 10 years at Craik Jones, where he helped develop new business at the agency with Unilever, Boots, COI, Diageo and Orange.
He began his career at Rank Xerox, and also held roles at O&M Direct, BMP and Aspen Direct.
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