Home  › Media › Publishing

A Year After Hearst Buy, ICrossing Opens Branded Content Arm

  |  June 1, 2011   |  Comments

Unit will focus on real-time execution across the social graph.

ICrossing's branded content unit - which launches, not coincidentally, one year after the agency's acquisition by publisher Hearst - will focus on real-time execution across the social graph, said Adam Lavelle, iCrossing's chief strategy officer, on Wednesday.

The iCrossing Live Media Studio will generate branded content assets such as videos and interactive polls for brands that can be distributed whole or piecemeal across platforms. The studio, located in Hearst's Midtown New York offices, is set up to allow the iCrossing team to monitor social interaction across those platforms and release or tweak the assets as needed.

"The reason we call it the live media studio is it is our contention that marketers today need to literally be constant and present in the marketing that they do," said Lavelle. "What we see is iterative, adaptive strategies that are running in parallel with execution, developing playbooks more than we're developing freestanding, off-in-a-vacuum strategies. "

Founded as a search-engine firm, iCrossing was acquired by Heart last June for $325 million. Like Meredith before it, Hearst appeared to be getting into the digital agency market so it could offer its corporate clients more comprehensive in-house advertising services. ICrossing was highly valued on that front for its history of search-engine and reputation-management work, which combined with the magazine's creative prowess could make a compelling proposition for clients. 

Indeed, Lavelle said the Live Media Studio will draw heavily on Hearst's lineup of more than 1,000 freelance writers and designers to create the content. Not that all work will be farmed out: Former Condé Nast Portfolio and Details editor Todd Pruzan has been hired as editorial director, and Emmy award-winning writer and producer Cory Bortnicker as editor. 

ICrossing continues to pitch and win its own business, LG Electronics being a recent example. But Lavelle said that much of its work is now coming direct from Hearst, which has "phenomenal relationships with brands" who are "increasingly saying 'I don't just want to buy inventory, I want you to help me come up with solutions'" across platforms, he said. 

 

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...