Brightware, Grey Direct Form Online Venture
The venture will combine Grey Direct's creative and marketing expertise with Brightware's Web Assistance products, which allow online customers to use their own words rather than keywords.
The companies said BrightTouch's products and services will encompass "everything from strategy to design to copy to analysis."
Brightware supplies customer assistance software for the Internet.
Grey Direct is a partner company of Grey Global Group, a marketing communications company.