Industry Moves: iCrossing Ups Mayfield To SVP

Digital marketing shop iCrossing is promoting its UK social media head Antony Mayfield to be its global SVP of social media.

Mayfield had been head of content and media at Brighton search marketer Spannerworks when it was bought by Scottsdale, Arizona-based iCrossing for over £10 million in February 2007.

iCrossing, in its announcement, says he’s since helped develop its NetworkSense method of visualising brands’ social media reputation.

After a couple of years of hype and pronouncements from individual, self-proclaimed “gurus”, social media is now bedding down as a core function of advertising, marketing and communications, executed by the big agencies.

Forrester’s social media analyst Brian Haven is also joining iCrossing as strategy VP.