SOURCE: iCrossing


September 05, 2012 09:00 ET

iCrossing Names Karen Pate to Head of Content Strategy

Pate to Lead Content Strategy Practice for Agency's Fortune 500 Clients

NEW YORK, NY--(Marketwire - Sep 5, 2012) - iCrossing, a global digital marketing agency, announced today the promotion of Karen Pate, Ph.D., to vice president of content strategy. She will lead the agency's long-standing content strategy practice, which helps CMOs understand how to apply content marketing to build connected brands in real time.

Pate joined iCrossing in 2007. Since then, she has pioneered approaches to analyze audience behavior and create content strategies that help CMOs make their brands more visible, useful and engaging across bought, earned and owned media platforms. Leading a global team of content strategy experts, Pate will continue to help Fortune 500 clients deliver business results by acting as always-on publishers of marketing content.

The content strategy practice is part of a larger team of iCrossing strategists who work with brands to identify and apply consumer insights across bought, earned and owned media. The agency is a recognized leader in content marketing strategy, as evidenced by its blog the Content Lab, that engages in discussions about how companies can use content marketing to build connected brands in real-time. iCrossing also co-authored a white paper with its parent company, Hearst Corporation, titled, Building a Connected Brand: How Brands Become Publishers in a Real-time Marketing World. The paper explores how the traditionally distinct roles of brands, media, and consumers now overlap, creating new opportunities and expectations.

Pate brings more than 20 years of experience in content strategy, user experience analysis, design and development to the role, having worked with clients such as Dell Computers, HP, Rackspace, Sprint, AT&T, Chrysler, 3M and Nokia. She has a doctorate in information science with an emphasis in human computer interaction from Nova Southeastern University, a Master of Arts in instructional design from The University of Texas Southwest Medical Center and a Bachelor of Arts in general studies/communications from The University of Texas at Dallas.

"Content rests at the heart of iCrossing's real-time marketing offering," said Don Scales, president and CEO, iCrossing. "As marketers continue to invest more on customized, branded content, Karen's strong background and leadership will help guide our already market-leading content strategy practice to what's next."

iCrossing is a sponsor of Content Marketing World, September 4-6, in Columbus, Ohio. Pate will attend the conference, one of the world's larger gatherings of content marketing professionals, along with Rob Garner (@robgarner), iCrossing's vice president of strategy, who will speak on the panel, "Content Discovery: Strategies and Tactics to Make Sure Your Content is Found," on Thursday, September 6, at 3 p.m. Eastern. Updates about the conference will be posted on Twitter with the hashtag #cmworld.

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 850 employees in 19 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation's largest diversified media companies. For more information, please visit

Contact Information

  • More information:
    Katie Lamkin
    Email Contact
    (312) 277-4487


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