SOURCE: iCrossing

iCrossing

May 31, 2011 09:00 ET

iCrossing Launches Live Media Studio

Industry's First Dedicated Real-Time Marketing Capability

Agency Headquarters Moved to New York

NEW YORK, NY--(Marketwire - May 31, 2011) - iCrossing, (http://news.icrossing.com) a global digital marketing agency, announced today the formation of the iCrossing Live Media Studio, the industry's first-ever resource dedicated to real-time marketing -- using analytics-based insights to engage audiences and develop content. As part of the launch, iCrossing announced the hiring of key studio personnel, including editorial director Todd Pruzan, and Emmy award-winning writer and producer Cory Bortnicker.

The Live Media Studio functions as an arm of iCrossing's strategic planning group and will operate out of iCrossing's New York office, which was also announced today as iCrossing's new headquarters.

The Live Media Studio consists 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.

"Real time programs are critical to a brand's digital and overall marketing success," said Don Scales, President and CEO of iCrossing. "The Live Media Studio has the added advantage of Hearst's rich content resources, enabling us to expand our offerings further, and continue building agency-of-record client relationships."

"The Live Media Studio turns brands into publishers and participants," said Adam Lavelle, Chief Strategy Officer, iCrossing. "CMOs now recognize the value of providing audiences with useful content and authentic conversations on an ongoing basis -- rather than as one-off social media promotions. The Live Media Studio makes those programs a reality for brands."

"It's time to evolve beyond social media marketing," said Alisa Leonard, Vice President of Strategy and Planning. "Our focus is on using insights to create real-time brand experiences through content, community building and digital dialogue as part of integrated marketing programs -- entirely focused on measurable results." Leonard will be responsible for strategic oversight of the Live Media Studio, reporting to Lavelle.

Recent additions to the Live Media Studio include editorial director Todd Pruzan, formerly a writer and editor at publications including Condé Nast Portfolio, Details, and Advertising Age. Most recently, Pruzan was the founding editor-in-chief of Currency (getcurrency.com), a personal-finance site built by Federated Media.

Writer Cory Bortnicker joins the Live Media Studio as editor. Bortnicker won an Emmy for his work on the Hoofy & Boo's News & Views animated shorts. He also created and wrote the web series Pop Biz, launched the Minyanville video department and has written for publications such as The Huffington Post.

In conjunction with the Live Media Studio launch, iCrossing will move its corporate headquarters from Scottsdale, Arizona, to New York. iCrossing's Scottsdale office will remain a key part of the agency's regional coverage.

Earlier this year, iCrossing launched The Content Lab, (http://thecontentlab.icrossing.com / follow @TheContentLab) an initiative designed to bring brands, media companies and agencies together to explore the future of branded content. The agency also released a white paper with its Hearst parent, Building a Connected Brand: How Brands Become Publishers in a Real-time Marketing World, that explores how the traditionally distinct roles of brands, media, and consumers now overlap, creating new opportunities and expectations. The paper can be found at http://icrsng.com/brandsaspublishers.

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 www.icrossing.com.

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