Some early thoughts from me on our deal with iCrossing.

Needless to say, we are excited about the iCrossing deal. In terms of the UK space it feels like a big vote of confidence in the rapidly maturing search sector and the European market in general – and a big achievement for a Brighton-based agency!

iCrossing brings some industry heavyweights directly into the UK market (Jeff Herzog, Don Scales, Richard Rosenblatt to name a few) and signals an acceleration in digital agency consolidation.

There is also a clear client desire to work with a more integrated approach – as long as this doesn’t come at the price of a more generalised level of service.

Interactive marketing, now more than ever, needs expertise at high levels in agencies to help design and execute ever more complex online marketing needs and search is one of the areas where skills and experience, and knowledge are in short supply.

The iCrossing / Spannerworks combination helps us respond to this demand, whilst also developing a coherent approach to technology, client service and innovation.