New ECD at iCrossing

NEW YORK Search marketing agency iCrossing said it has beefed up its creative power with the appointment of former Y&R executive Stephen Tortorici as executive creative director.

Tortorici, 48, leads a 10-person creative team in the search marketing agency’s drive to add more Web site services, as it banks on search advertising principles extending into other areas, such as wireless and interactive television.

“For us, search is just the first medium where the pull mechanism is truly appreciated,” said Sara Holoubek, New York-based iCrossing’s chief strategy officer.

Tortorici arrived at iCrossing from Y&R in New York, where he worked on integrated campaigns for clients like Accenture, AT&T Business, Barnes & Noble and Pepperidge Farms.

As advertising migrates from a push-based broadcast model to pull-based invitational media, iCrossing sees an opportunity to expand its technology expertise into creative areas, like designing Web site landing pages and experiences.

“To really be effective, one must build out content that’s aesthetically pleasing and meets the needs of the searcher and the search engine spider,” Holoubek said.

To explore new avenues for the agency, iCrossing also named Erik Mednis director of emerging application design.