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Mike Colling has relinquished his job as managing director of WWAV Rapp Collins Media, handing it to his deputy Peter Mitchell.

As part of a wider shake-up, Colling has taken on the new role of group commercial director and becomes chairman of the agency. His brief is to oversee the 'digitalisation' of the WWAV group.

Colling estimates 10 per cent of the agency's revenue will come from digital interests by the end of 2001.

He said he would chase new digital business and reorganise the agency to keep abreast of developments in the sector.

A spokesman said WWAV would invest pounds 750,000 in training staff on digital issues. He stressed it was important not to ghettoise digital business because of its long-term importance.

Colling is also chief executive of WWAV Digital, a position he retains despite the shake-up.

Mitchell was appointed deputy managing director of the agency to allow Colling to focus on WWAV Digital (Media Business, 17 July).

Mitchell started out in sales at United Newspapers and then moved to IPC Magazines, joining WWAV in 1990 as a manager.

This was followed by stints at Mansfield Laing Direct Media and Optimedia's direct-marketing unit, before he returned to WWAV to run all media-only business.

The agency has also promoted Matthew Eccles, former managing director of WWAV Rapp Collins West, to the new position of group development director.

His remit is to develop WWAV Rapp Collins' capability as a one-stop shop for clients, providing all aspects of direct marketing, from printing to media planning and buying.

He said he expected to appoint a number of relationship managers to help him fulfil this task.

Eccles also takes on the title of chairman for WWAV Rapp Collins West.

He is succeeded by his deputy Allan Freeman, who becomes managing director designate.

'We find more clients require a broader range of direct-marketing services.

Part of my role is to facilitate these services where appropriate,' explained Eccles.