New York—ICrossing, Hearst Corp.'s digital marketing agency, announced the formation of the iCrossing Live Media Studio. The studio is intended to use analytics-based insights to develop content.
Live Media Studio was created to use analytics to help guide the creation of articles, interviews, tips, videos, infographics and other branded content in response to online and social media trends. “CMOs now recognize the value of providing audiences with useful content and authentic conversations on an ongoing basis rather than as one-off social media promotions,” Adam Lavelle, iCrossing's chief strategy officer, said in a statement. “The Live Media Studio makes those programs a reality for brands.”
In conjunction with the debut, iCrossing will move its corporate headquarters from Scottsdale, Ariz., to New York.