SOURCE: iCrossing


July 18, 2011 09:15 ET

iCrossing Appoints Head of Live Media Studio

Former Big Fuel, NBC Universal Digital Exec Boosts Real-Time Marketing Capabilities

NEW YORK, NY--(Marketwire - Jul 18, 2011) - iCrossing (, a global digital marketing agency, announced today the appointment of Tarah Feinberg as head of the agency's Live Media Studio, the industry's first dedicated real-time marketing resource.

As senior director, Live Media Studio, Feinberg will lead the executional arm of iCrossing's real-time marketing capability, and manage a team of award-winning content creators and WOMMA-trained audience managers dedicated to helping marketers build connected brands.

Teaming with iCrossing strategists, Live Media Studio staffers use analytics to guide ongoing conversations with audiences, as well as to inform the creation of relevant articles, interviews, tips, videos, infographics and other branded content. One of Feinberg's immediate goals will be to formalize the Studio's real-time marketing measurement capabilities.

Feinberg comes to iCrossing with an extensive background in content creation and strategy. Before joining iCrossing, he was a digital innovation specialist and creative director at Real Branding (now Anthem Worldwide) where he provided creative and content strategy for brands including Lipton, Popeyes and Johnson & Johnson pharmaceutical brands.

Feinberg was also executive producer at Big Fuel Communications and a founding member of Digital Studio, NBC Universal's first digital original content studio and innovation center. At NBC, he led creative development, overseeing the creation and production of over 100 pilots and series, including a major branded initiative with Purina. He will report to Alisa Leonard, vice president, strategy & planning.

"Chief marketing officers recognize that real-time marketing has become a requirement," said Adam Lavelle, chief strategy officer, iCrossing. "Tarah's content and production experience is exactly what we needed to help our clients connect with their customers and build their businesses in this always-on, real-time market."

Feinberg is the latest in a number of key Live Media Studio hires. iCrossing recently announced the hiring of editorial director Todd Pruzan, formerly a writer and editor at publications including Condé Nast Portfolio, Details, and Advertising Age and editor Cory Bortnicker, who won an Emmy for his work on the Hoofy & Boo's News & Views animated shorts.

You can learn more about the Live Media Studio by visiting .

Earlier this year, in support of its real-time marketing efforts, iCrossing launched The Content Lab ( / follow @TheContentLab), an initiative designed to bring brands, media companies and agencies together to explore the future of branded content.

About iCrossing
iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services -- including paid search, search engine optimization, Web development, social media, mobile, research and analytics -- to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing's client base includes such recognized brands as The LEGO Group, Epson America and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, MasterCard and FedEx. Headquartered in New York, the company has 700 employees in 13 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation's largest diversified media companies. For more information, please visit

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