Digital marketing agency to create social strategy for brands including CNN and Cartoon Network for broadcasting giant

Digital marketing agency iCrossing today announces that it has been appointed by Turner Broadcasting System Europe to develop a major strategic framework for European social media engagement. The project includes a specific focus on flagship brands including CNN, Ben 10 and Cartoon Network in several key European territories.

iCrossing will work with Turner Europe to track audiences within social spaces, then explore and plan the ideal strategy for online engagement to suit the audience and demographics applicable to each Turner property. The Framework will provide a strong foundation so all subsequent European social media activity for Turner can be planned and undertaken in a fast, appropriate, highly effective and measureable manner.

iCrossing‘s Social Spaces Framework process will deliver an approach to broaden the reach of Turner Europe’s key brands by interacting via the social web.

Described as a “Six Sigma for the social web”, the iCrossing Social Spaces Framework has been successfully implemented at a number of major US and UK brands over the past three years. The process defines an organisation-wide approach to engaging with social media, including Facebook, Twitter, blogs and forums, by establishing principles and developing a social web “playbook” of guidelines and best practice examples.

Laurel Chamberlain, Director Digital at Turner Europe, said: “Turner has been successfully engaging with social media for some time now with many brands. What iCrossing’s Social Spaces Framework and their experience will bring is a coordinated approach to accelerating our performance across Europe in this area.”

“It’s not enough for media owners to dabble in Facebook and Twitter, we need to understand the implications of the social web across our business and engage our audiences on their platform of choice.”

Antony Mayfield, Head of Social Media at iCrossing commented: “Social media is now a fact of life for any major brand but is still a relatively unknown quantity in terms of how you can gain the most value from the medium. Turner is a particularly exciting client for us in this area, as few brands are closer to the action or have a more direct imperative to develop effective social media strategies than content producers.”


iCrossing is a world-leading digital marketing agency with search and social at its core. Ranked by Forrester Research in its most recent Search Wave Report as the best for both paid search and SEO, it puts its search expertise together with the most advanced social media framework in the market to deliver digital marketing strategies that embrace customers’ real online behaviour.

iCrossing’s approach is based on the belief that our attention has been set free. We now live in connected networks of experiences and information that we use to make all our decisions. Businesses that understand this shift - and that begin to live and be valued in those networks - will succeed. These are what we call 'connected brands'.

Based on these foundations, iCrossing blends natural search, paid search, social media, content, display advertising, user experience, web development, and analytics & insight to build connected online marketing strategies for brands that speak to and are truly informed by their customers’ online journeys and needs.

We are a team of 580 people across 13 offices in the US and Europe. In the UK we employ 110 staff in London and Brighton and clients include Channel 4, Lynx/Axe, MORE TH>N, Toyota, HBOS, Porsche, Cornhill Direct, Cheapflights, Kiddicare, Lipsy, Virgin Atlantic, Travelocity, STA Travel, and many more.

Find out more at or contact us on +44 (0)1273 827 700 or

Published on: 10:00AM on 22nd May 2009