Sources familiar with the matter confirm that after a review, Hearst-owned digital agency iCrossing has been selected as the new digital AOR for DirecTV. Tipsters are claiming that iCrossing beat out the likes of Razorfish in the pitch for DirecTV, though we haven’t received confirmation on this as of yet. This marks the second major pickup for iCrossing in 2012 that we know of, with the first being the expansion of its search marketing relationship with Coca-Cola.
From what we gather, iCrossing’s responsibilities for DirecTV span digital media as well as our sources add that the agency will take over for WPP’s MediaCom on this front. Grey, of course, still handles traditional AOR duties for the brand. DirecTV’s new digital partner has yet to comment on the matter but we’ll keep you posted as things develop.