He said Draft was impressed by the company's "commitment to online research and measurability". Draft's search for an effective electronics CRM partner was prompted by a growing demand among its clients for more effective CRM solutions.
Paull hoped to extend the partnership to the rest of the agency's Asia-Pacific operations.
Hong Kong-based e-Crusade currently handles the electronic CRM assignments of Nike, Coca-Cola, and Sony. It has two proprietary tools: EC Pin which facilitates online focus groups and advertising testing and EC-Direct which has the capability to reach a user's desktop with a web-enabled self-updating screensaver.
Under the partnership, e-Crusade will beef up Draft's interactive research and strategy capability. In exchange, Draft - which handles clients such as American Express, Compaq and Microsoft in Asia - will invest its CRM resources into shared partnerships and client exchanges.
