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Isobar Names Search Leader

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BOSTON Aegis Group's Isobar has added some search marketing muscle, naming Fredrick Marckini to the new position of chief global search officer.

He arrives at the agency from iProspect in Watertown, Mass., which he founded in 1996. Rob Murray, the company's president, succeeds him there as chief executive. Isobar acquired iProspect in late 2004 for an estimated $50 million.

Marckini will lead teams in London and Boston that will staff a new Isobar global search unit. Their task is to roll out iProspect's search engine and pay-per-click optimization tools across the Isobar network.

Nigel Morris, CEO of Isobar, said, "Fredrick will apply the same degree of innovation and vision to internationalizing and unifying our global search offering that we have seen in the exceptional growth of iProspect."

Agencies have been getting serious of late about bolstering their search capabilities as the category takes on increasing importance for marketers. For example, AKQA recently added Agency.com's Scott Symonds as executive media director with a mandate to build the agency's search capabilities. And Ogilvy's NeoOgilvy has upped its ranks to employ 35 search specialists.

Isobar operates a global network of 80-plus offices in 35 markets. Isobar has handled assignments for Hyundai, Pfizer and RadioShack, among others.