Search-led digital marketing agency Spannerworks, an iCrossing company, today announces that it has appointed two journalists to its groundbreaking Content & Media division. They will produce high-quality editorial content for clients as part of Spannerworks’ online brand communications programmes.

Simon Handby joins Spannerworks from Computer Shopper magazine, Britain’s best selling computer monthly. Also joining is former freelance journalist Charlie Peverett, who has written for media including HERO, the official online portal for higher education and research in the UK.

The journalists will receive training in social media networks and search engine marketing, and will have access to Spannerworks’ innovative Network Sense mapping tool, unveiled last month. They will use bespoke news aggregators to see what’s being talked about in each brand’s network, and will produce content that is relevant and timely to the discussion.

The original material created by Spannerworks’ editorial team will allow clients to contribute engaging, open and useful online content. This will help them earn attention within their online network, enabling them to appear higher up in natural search rankings and to build solid natural link equity.

Several leading brands are already lined up to benefit from Spannerworks’ expanded Content & Media services, and demand for this editorial content is expected to be high.

Antony Mayfield, Head of Content & Media at Spannerworks comments: “To make brand content useful we need journalists as well as copywriters, as a journalist’s instinct is to be on the side of the reader rather than the side of the brand.

“If brands are going to compete for attention in their online networks, they need to become part of those networks by adding to the conversation in a useful and non-commercial way. In short, to win attention brands need to be useful, not just look useful.

“I expect our journalists to innovate and add ideas to the development of Content & Media services at Spannerworks. It really is very exciting.”

Commenting on his appointment, Simon Handby adds: “This is a chance to shape a new, more connected kind of journalism. I’m excited about writing for such a forward-thinking company.”


Notes to Editors

Spannerworks press contacts:
Wendy McAuliffe – - 07900 886791
Lloyd Gofton – - 07919 353484

iCrossing (US) press contact
Dana Mellecker - 646-435-4456

About Spannerworks
Spannerworks is a search-based digital marketing agency, specialising in natural search optimisation, paid search and social media. The company was founded in the UK in 1997 and acquired by US digital marketing agency iCrossing in February 2007. Spannerworks has proven expertise in the retail, automotive, financial and travel sectors. Its current clients include Best Western Hotels, HBOS and BT. Find out more at

About iCrossing
iCrossing is a different kind of digital marketing agency committed to people’s desire to find. The company develops online campaigns, programs and experiences designed to help people find what they are searching for. Through a proven combination of talent and technology, iCrossing helps its global client base – including 40 Fortune 500 companies such as The Coca-Cola Company– find solutions for complex digital marketing challenges. Founded in 1998, the company has 350 employees worldwide. iCrossing is headquartered in Scottsdale, Arizona with offices in Atlanta, Chicago, Dallas, New York, San Francisco and Brighton, UK. Find out more at

Published on: 12:00AM on 16th July 2007