May 31, 2011, 4:24 PM

ICrossing launches an audience engagement lab

The digital marketing agency also makes two editorial hires for the new Live Media Studio.

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Online marketing agency iCrossing has launched what it calls a real-time marketing unit designed to test audience engagement with brands, and hired two editors to staff it. Additionally, iCrossing said today it will move its corporate headquarters from Scottsdale, AZ to New York City.

ICrossing says its new Live Media Studio will help marketers use web analytics to develop online conversations with consumers, and also to create videos, graphics, articles and other media to promote brands. "It’s time to evolve beyond social media marketing," says Alisa Leonard, iCrossing’s vice president of strategy and planning; Leonard will assume strategic oversight of Live Media Studio. "Our focus is on using insights to create real-time brand experiences through content, community building and digital dialogue as part of integrated marketing programs."

The marketing agency has hired Todd Pruzan as editorial director of Live Media Studio. He worked at Condé Nast Publications for such magazines as Condé Nast Portfolio, Details and Advertising Age, says iCrossing, which is a unit of media company Hearst Corp. He also was the founding editor-in-chief of personal finance site

Cory Bortnicker becomes editor of Live Media Studio. He won an Emmy award for the Hoofy & Boo’s News & Views animated shorts, and created and wrote the Pop Biz web series. He also has written for The Huffington Post.

ICrossing is a subsidiary of media company Hearst Corp. The new headquarters are located in the Hearst Tower in midtown Manhattan, an iCrossing spokeswoman says.

Brian Powley, iCrossing's president, North America, will speak at the Internet Retailer Conference & Exhibition 2011 in a session entitled "Marketing Benchmark: What's the right amount to spend on what." Arianna Huffington, founder of The Huffington Post, is a special guest speaker at conference, where she will discuss how the Internet is taking over traditional business models in an address entitled “The Internet Disruption is Just Beginning.

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