Excite Taps New Marketing Chief

Jim Desrosier, formerly of MasterCard and Infoseek, has a new task at hand: To help take Excite, a new media company best known for its eponymous search engine, from No. 2 to No. 1, a position held by Yahoo!.
Desrosier, 42, has become the company’s new executive vice president of marketing, replacing Bill White. As such, he will evaluate the company’s marketing strategies, which in the past have included a TV spot featuring the Jimi Hendrix song “Are You Experienced?”
“Excite has been very aggressive at building business through broad- scale marketing, acquisitions and partnerships,” said Desrosier.
Desrosier joins Excite in Redwood City, Calif., after nearly two years as vice president, chief marketing officer at Infoseek, Santa Clara, Calif., which competes with Excite.
There, Desrosier retained San Francisco agency Goldberg Moser O’Neill, which created the campaign tagged “Proof of intelligent life on the Net.” He is a strong advocate of online advertising and is expected to take that philosophy to Excite, which has done little advertising on the Web.
“He’s very savvy and smart; a classic marketer who came to the Internet and made that transition well,” said Karl Spangenberg, president of plan, Stamford, Conn., who worked with Desrosier at Infoseek.
He is perhaps best known for his years as senior vice president, global brand marketing at MasterCard, where he conducted a review that resulted in the selection of the former Ammirati & Puris and the creation of the “Smart Money” campaign.