HONG KONG: DraftWorldwide has launched Draft Digital in Asia to
meet what it sees as a growing need among clients for more effective
customer relationship marketing.
The new unit, which will initially focus on Hong Kong, is working on at
least one regional client, micro-electroncis company Agere Systems, a
spin-off from Lucent Technologies.
Devin Beringer has been named as head of Draft Digital Hong Kong. He
will head a team delivering database, CRM and electronic marketing
consulting solutions for Hong Kong and regional clients. Beringer was
previously business manager of Draft Digital New York.
DraftWorldwide Asia regional director, Greg Paull, admitted that setting
up a digital unit bucked the prevailing trend but said he believed the
agency was on the right track.
"Traditional bricks and mortar companies are now into this in a big way,
particularly through online platforms," he said.
