Hearst Corporation today announced that Nick Brien has been named president of Hearst Magazines Marketing Services and CEO of iCrossing, the company’s full-service digital marketing agency. The announcement was made by Steven R. Swartz, president & CEO, Hearst Corporation, and David Carey, president, Hearst Magazines, to whom Brien will report. Brien will be based in New York.
With three decades of global experience across advertising, media and marketing services, Brien, 53, most recently served as a strategic consultant, board advisor and early-stage investor in digital media, advertising and technology startups. Brien was CEO of McCann Worldgroup from 2010 to 2012, which is comprised of McCann Erickson, the world’s largest advertising agency network; MRM Worldwide, a digital marketing/CRM agency; Momentum, McCann’s activation/promotion arm; McCann Healthcare; and CRAFT, a content production studio. From 2008 to 2010, Brien was CEO of Interpublic Group’s Mediabrands, managing the company’s portfolio of agencies, including global media networks Universal McCann (UM) and Initiative; media barter division Orion Trading; and business units dedicated to search marketing and programmatic trading.
“Nick Brien is one of the industry’s most respected advertising executives, and his arrival at Hearst Magazines underscores our ambition to provide a full range of media products and marketing services for our partners,” Swartz said. “Our print platform is strong, our digital audiences are growing rapidly, and Nick will oversee the expansion of iCrossing and its capabilities.”
iCrossing has 17 offices around the world, offering digital marketing services including search marketing, performance media, content creativity, social strategy, Web development and mobile marketing. The agency actively leverages Hearst Corporation’s digital performance network, Core Audience, and the company’s 220 million global unique visitors. iCrossing’s client roster of world-class brands includes Coca-Cola, DIRECTV, LG Electronics, Microsoft, PNC, Toyota and Williams-Sonoma, Inc. Gartner recently named the agency a Leader in its Magic Quadrant for Global Digital Marketing Agencies for the second consecutive year. This assessment defines “strategically and creatively led” digital marketing agencies that are best positioned to meet the needs of the CMO.
After serving eight years at iCrossing, most recently as Global President, Brian Powley is leaving the company to pursue other business interests.
“I have long been impressed with Nick’s vision about the future of agency services and his leadership experience in every area, from marketing services and brand advertising to content creation and media strategy,” Carey said. “He prioritizes and promotes creativity, speed and service with a global perspective, and when married to the tremendous data, editorial resources and expertise of Hearst Magazines around the world, iCrossing will play an increasingly important role for its clients. As we welcome Nick, we also thank Brian Powley for his leadership and dedication to advancing iCrossing’s growth and innovation.”
Prior to creating Mediabrands at Interpublic, Brien was global CEO of UM from 2005 to 2008. Before that, he held a number of other leadership positions, including CEO of Publicis Groupe’s Arc Worldwide, CEO of Leo Burnett, London and global president of corporate business development for Starcom MediaVest Group, shaping and leading those companies’ media, advertising and integrated marketing offerings. He joined Leo Burnett, London in 1992 as media director and began his advertising career at Grey Advertising.
“As a unit of Hearst Magazines, iCrossing is uniquely positioned to deliver innovative marketing campaigns that creatively engage consumers and build equity for brands,” Brien said. “We are fueled by the vast content, audience and data assets of Hearst Corporation. Going forward, we will strengthen our reputation as premier digital marketing experts by unleashing the full potential of our combined creative and strategic resources to execute powerful digital solutions for global marketers.”