iCrossing

New York, United States

Philosophy & Competitive Advantages

Every solution we create starts with the premise that B2C marketing is over.

We live in a consumer-to-business (C2B) economy where consumers are in control of their own individual brand and marketing experiences. In this age of empowered consumers, where consumers lead and your brand must follow, the shift from a product-centric approach and brand-driven touchpoints to consumer-driven touchpoints is redefining the rules of success. Our job is to shift brand behavior to help clients thrive in this new reality.

iCrossing helps brands win by planning around people, not products. We specialize in designing people-centric media, content, and experiences. The role of a brand is to facilitate and fuel your customers’ interests, needs, passions and behaviors – which ensures that brands engage in a way that makes an emotional connection and powers business growth.

iCrossing aligns brands with the interests, needs, and passions of consumers. Simply put, we help brands engage on consumers’ terms. We believe a brand’s success lies in its ability to authentically connect to and amplify what customers are interested in - rather than disrupt. 

Network Description

iCrossing is unique in that we’re owned by Hearst, the global media, content and entertainment leader.

Hearst’s privately-held status enables long-term planning and independence of action. And as an agency within a media company, we have access to the most valuable ingredients for effective marketing: insights, talent, and audiences.

While we remain “buyers” and not “sellers” from a media perspective and take an independent, unbiased approach to the media landscape, there is a tremendous value that we can unlock for clients within Hearst. iCrossing adds the power of Hearst to our solutions - including our rich data, quality content, editorial expertise and category experience. 

Trade Organizations

American Association of Advertising Agencies (United States)
Direct Marketing Association (United States)
Internet Advertising Bureau (United Kingdom)
Search Engine Marketing Professional Organization (SEMPO)

Contacts

Mike Parker
Global President
Anne Bologna
Chief Engagement Officer
Dirk Herbert
EVP, Strategy

New Business

MItchell Yoo
Chief Global Growth Officer
Shiva Vannavada
Chief Technology Officer

Human Resources

Jeff Ratner
Chief Media Officer
Lori Wilson
SVP, Executive Creative Director
Frederic Bonn
Executive Creative Director, East
Alistair Robertson
Executive Creative Director, Chicago

Team

Number of Employees: 1000
Mike Parker
Global President
Anne Bologna
Chief Engagement Officer
Dirk Herbert
EVP, Strategy
MItchell Yoo
Chief Global Growth Officer
Shiva Vannavada
Chief Technology Officer
Jeff Ratner
Chief Media Officer
Lori Wilson
SVP, Executive Creative Director
Frederic Bonn
Executive Creative Director, East
Alistair Robertson
Executive Creative Director, Chicago

Campaigns

Awards

Award Distinction Category Brand Year
DigiDay Sammy Awards Best Social Promotion for a Product Launch Social Media LG Electronics 2014
DigiDay Sammy Awards Best Branded Social Community (Finalist) Social Media Maker's Mark 2014
DigiDay Sammy Awards Best Branded Social Game Social Media Toyota 2014
OMMA Awards Members Choice Website Excellence PetSmart 2014
OMMA Awards Integrated Online Campaign Travel & Tourism (Finalist) Hampton Hotels 2014
OMMA Awards Integrated Online Campaign Consumer Packaged Goods (Finalist) LG Electronics 2014
OMMA Awards Website Excellence News, Politics, Reference & Education PetSmart 2014
OMMA Awards Integrated Online Campaign Automotive (Finalist) Mitsubishi Motors 2014
OMMA Awards Website Excellence Automotive (Finalist) Mitsubishi Motors 2014
Forrester Research Groundswell Award Finalist BtoC North America "Social Reach" Hampton Hotels 2013
iMedia Agency Awards Finalist Best Agency for Video iCrossing 2013
OMMA Awards Finalist Integrated Online Campaign: Retail LG Electronics 2013
OMMA Awards Finalist Online Advertising Creativity: Video Campaign Hampton Hotels 2013
Shorty Awards Best Use of a Promoted Tweet Social Media Beam, Inc. 2013
Web Marketing Association WebAwards Outstanding Achievement in Web Development Beverage Standard of Excellence Beam, Inc. 2013

Clients

Advertiser Brand Business Sector Type of Work since
Avon Products, Inc Avon Cosmetics, Beauty Products & Perfumes
  • Digital
Blue Cross Blue Shield Blue Cross Blue Shield Health & Pharmaceutical Products
  • Digital
Federal Mogul Federal Mogul Automotive
  • Digital
PetSmart, Inc PetSmart Department Stores, Supermarkets
  • Digital
American Automobile Association AAA Transport, Travel and Tourism
  • Digital
Cancer Treatment Centers of America CTCA Health & Pharmaceutical Products
  • Digital
Charles Schwab Charles Schwab Banking, Finance, Law & Insurance
  • Digital
Coca-Cola Company Coca-Cola Beverages
  • Digital
DirecTV, Inc. DIRECTV Media, Publishing & Production
  • Digital
Jim Beam Brands Co. Beam Inc. Alcoholic
  • Digital
Lenovo The LEGO Group Retail, Distribution & Restaurants
  • Digital
LG Electronics LG Electronics Consumer Electronics & Audio-Visual
  • Digital
Mitsubishi Motors of North America Mitsubishi Motors Automotive
  • Digital
TD Bank, N.A. TD Bank Banking, Finance, Law & Insurance
  • Digital
Toyota Motor Corporation Toyota Automotive
  • Digital