Home  › Marketing › Strategies
icr-patrickstern-009

Questions for New iCrossing CCO Patrick Stern

  |  December 13, 2011   |  Comments

A veteran of R/GA and TBWA\Chiat\Day, Stern is tasked with forging a creative practice for the Hearst-owned agency.

icr-patrickstern-009ICrossing on Tuesday appointed Patrick Stern as its first ever chief creative officer. A veteran creative director from R/GA and TBWA\Chiat\Day Media Arts Lab, Stern is tasked with forging a global creative practice for the Hearst-owned direct marketing agency. We spoke with him about how he plans to do that and where iCrossing will draw the line between marketing and publishing.

ClickZ: How much work lies ahead in creating a global creative practice for iCrossing? Is it a matter of hiring people in the right places or simply redistributing resources?

Stern: It’s a matter of hiring great people in some key roles and building out some disciplines more fully – like copywriting. There will be some entirely new skills introduced to the agency based on client opportunities as well.

CZ: How many people do you think will ultimately be involved in that practice?

Stern:
 That depends on how we do in the next year! I certainly expect creative to continue to grow.

CZ: What are the practice's first projects likely to be?

Stern: I’m focused on two areas in the short-term: opportunities within Hearst to help grow the business here and make it more innovative and interesting to our top clients; and opportunities with our biggest and best existing global clients. One of the reasons I was attracted to this role is the phenomenal list of clients both iCrossing and Hearst bring to the table. Most agencies don’t have access to the breadth and quality of the client list we have here.

CZ: Will you be focusing at first on doing global projects for existing clients or pitching new global clients?

Stern: 
I will be doing both. My focus for the first several months will be on growing our U.S. business – and specifically building the New York office. Our global business is growing quickly and I’ll obviously be very interested in some of our bigger clients in other key markets.

CZ: Will you have any involvement with the publishing side of Hearst?

Stern: We’ll be involved in a range of things at Hearst including the publishing business. If you think about what Hearst brings to the table, it’s audiences. We can provide a lot of value with in terms of both understanding audiences and, if I do my job, creating big ideas for audiences through digital channels.

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!

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 the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

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

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • 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...