iCrossing is a leading digital agency with particular strengths in search engine marketing and social media. Originally a specialist in search, it has gradually evolved into a full-service agency offering a wide range of services including digital design and content creation. However, search and social remain its main offerings. It was led until 2013 by former Agency.com CEO Don Scales. Former McCann Worldgroup chief Nick Brien took over the CEO role in 2015 before moving on to Dentsu two years later. Another former McCann executive, Mike Parker, is now global president; Anne Bologna is chief engagement officer. Headquartered in the US, iCrossing also now has offices in several European, Asian and Latin American markets. By mid 2016, there were 19 offices in 11 countries. The company was founded in Arizona in 1998 by Jeffrey Herzog as arguably the first standalone search marketing agency. It successfully survived the 2001 internet crash, and then with private equity backing steadily expanded through a string of acquisitions including US web developer Proxicom, UK search marketer Spannerworks, 3GNet in Germany, and Latin America's Wallaby Group. Herzog stepped back from day-to-day management in 2008. Two years later, media group Hearst agreed to acquire the business for $325m, making it the core of a new marketing services division, with exclusive access to Hearst's audience targeting data. Market researcher Forrester has ranked iCrossing among the top global search marketing agencies for six consecutive years since 2011. It was ranked as a strong performer in 2017: "We like iCrossing's new vision of using search, social, and commerce insights as 'the foundation for all audience understanding' across media. However, iCrossing still has catching up to do against competitors in areas like building cohesive strategies across organic and paid search and in its reporting and analytics." Advertising Age estimated global revenues of $255m in 2017. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 16th November 2018
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