The web site, www.eCRM.co.uk, provides case studies and elaborates on the agency's view that digital agencies will become better placed to manage CRM programmes over the next few years compared with DM agencies.
Underwired claims this is because digital shops are focused on immediacy of response and cost effectiveness of the channels involved - email, web and mobile.
The agency recently announced that eCRM now accounts for 50 per cent of its revenue, and it has made board-level changes accordingly (Revolution, October 2007). Most notably, long-standing planning director, Lazar Dzamic, has been replaced with a specialist eCRM team, while Tony Bond, former director of marketing industry M&A specialists Results International, has been brought in as finance director.
Felix Velarde, managing partner of Underwired, said: "It's becoming obvious that direct marketing agencies have the data insight, but no native understanding of digital channels. So launching eCRM.co.uk will be a platform on which we can set out our views and start attracting more talent from the DM industry, bringing data and segmentation expertise into the digital world, as opposed to the other way round."
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