Modem Exec Jumps to iCrossing

NEW YORK Brian Powley, the general manager of Modem Media’s San Francisco office for the past 15 months, is leaving the Digitas shop to join fast growing search agency iCrossing.

Starting today, Powley, 45, will be managing director of iCrossing’s 60-person San Francisco office, which serves clients like Gap and Lego. The Scottsdale, Ariz.-based company established the outpost through the acquisition in December of Newgate Internet, a paid-search specialty firm.

Powley is the latest in a string of executives iCrossing has lured of late as it bids to expand into a full-service digital services provider. A year ago, it hired former CEO Don Scales as its president, and he has since convinced several executives to join him.

Powley said he believes iCrossing’s background in search positions the agency well for future growth. “ICrossing’s whole DNA is in search,” he said. “Search will be the pathway of all media eventually.”

At Modem, Powley was general manager for its West Coast operations, in charge of business operations and client relationships for its offices in San Francisco, Los Angeles and Seattle.

Powley previously worked at MRM Worldwide and OgilvyOne. He reports to Scales.