U.K. search shop acquired by iCrossing

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Digital marketing agency iCrossing acquired British search marketing agency Spannerworks last week.

With this move, iCrossing strengthened its position in Europe and added a strong portfolio of complementary digital marketing services. Terms of the deal were not disclosed.

"Our acquisition of Spannerworks speaks to our growing base of execution and service capabilities," said Jeffrey Herzog, CEO and founder of iCrossing, Scottsdale, AZ.

Spannerworks provides natural and paid search marketing services to a number of Fortune Global 500 companies including BT, TUI, Standard Life Assurance, HBOS PLC and Zurich Financial Services.

Spannerworks will continue to be led by CEO Arjo Ghosh. Mr. Ghosh will report to Don Scales, president and chief operating officer of iCrossing.

As a result of the deal, iCrossing now has 350 employees. ICrossing plans to expand its British presence by adding a Spannerworks office location in London this spring.

Spannerworks's natural search, social media and search crises communications services will enhance iCrossing's ability to provide its clients better services, according to the companies.

"The interactive marketing space is evolving quickly," Mr. Herzog said. "The world's largest companies are putting more resources towards interactive marketing, but there are few agencies that understand the approach needed to guide the customer's journey across all digital channels ... we see search as the way consumers engage with new media."
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