NEW YORK Former Agency.com CEO Don Scales has agreed to join search marketing agency iCrossing as its chief operating officer, the agency confirmed.

Scales will take over from Rod Lenniger, the Scottsdale, Ariz.-based agency's current COO. Lenniger will stay on as an executive vice president, and Jeff Herzog will remain as CEO, the agency said.

Scales spent three years at Omnicom Group-owned Agency.com, where he served as COO from 2003 to 2004, when he was named CEO. Scales was given credit for putting the Web shop on solid financial ground during its recovery from the dot-com collapse. He resigned in February following a dispute with Omnicom management over aligning Agency.com with TBWA Worldwide.

The move is part of a broader corporate makeover at iCrossing, a fast-growing search agency that is looking to transform its search expertise to offer a broader array of digital marketing services. Richard Rosenblatt, a former CEO of Intermix Media, has joined iCrossing as chairman of the board, replacing Herzog, the agency announced separately.

Rosenblatt said he would position iCrossing to accentuate its roots as a search optimization agency. It has since grown to add creative services and a mobile marketing unit, positioning iCrossing as a full-service digital marketing agency with 225 employees in four offices.

"This is a company that has all the services that a grown-up digital agency has but also an expertise in natural search," he said.