A restructuring at Hearst Corporation’s iCrossing digital agency is further evidence of the ongoing push by publishers to better compete with agencies vying for marketers’ media planning.
The agency announced it is creating a new Media Services unit that unites its search marketing, performance media, and social media teams under a new banner. The company says the restructuring will not produce significant changes in the way the affected teams are assembled or spread out geographically.
Its creation coincides with a new hire who will head up the unit as its president: Mike Racic, who comes to iCrossing from RocketFuel, where he was SVP/director of agency partnerships and category strategy.
The unit’s formation, says iCrossing, is a response to the marketplace’s need for informed and comprehensive media solutions that better address broad business solutions rather than just more narrow media strategies.
In a more complex media environment complicated by shifting content-consumption patterns, it says advertisers need services that are heavily informed by data and present multi-channel solutions. This consolidation, in iCrossing’s view, produces that effect by gathering up silos of individual strengths into one discipline.
Racic tells Folio: that he’s excited to bring his extensive agency background, team-building, and technology experience to the task.
“I have done this type of business transformation successfully before both at the individual account level and across an entire agency’s media group,” he says. “My career has been filled with building and growing diverse teams with varied skill sets designed to maximize client return.
Racic tells Folio: his mission will be to “deliver solutions across all screens and forms of media that help clients engage customers and achieve tangbile business success.”
He says iCrossing, given its relationship to Hearst and its robust collection of data, is ideally positioned to deliver a value-added suite of services to clients.
“iCrossing’s collection of assets give us the chance to stand alone as the leader in this category and the goal is to unleash this vast potential,” Racic concludes.