Nick Brien, former CEO of Interpublic Group’s McCann Worldgroup, has been appointed president of Hearst Magazines Marketing Services and CEO of iCrossing, the company's full-service digital marketing agency.
Hearst said that Brian Powley, global president of iCrossing, was leaving after eight years to “pursue other business interests.”
Brien will report to Steven R. Swartz, president and CEO, Hearst Corporation, and David Carey, president, Hearst Magazines.
Most recently, Brien has been a consultant, board advisor and investor in advertising technology start-ups. Previously, he spent seven years at IPG, including two stormy years as CEO of McCann Worldgroup from 2010 to 2012, when he was replaced by Harris Diamond.
"Nick Brien is one of the industry's most respected advertising executives, and his arrival at Hearst Magazines underscores our ambition to offer a full range of media products and marketing services for our partners," Swartz said. "Our print platform is strong, our digital audiences are growing rapidly, and Nick will oversee the expansion of iCrossing and its capabilities."
iCrossing has 17 offices around the world, offering digital marketing services including search marketing, performance media, content creativity, social strategy, Web development and mobile marketing. The agency “actively leverages” Hearst’s digital performance network, Core Audience, and what the company claims are its 220 million global unique visitors.
iCrossing's client roster includes Coca-Cola, DirecTV, LG Electronics, Microsoft, PNC, Toyota and Williams-Sonoma, Inc.
Brien joined IPG in 2005 as CEO of Universal McCann, one its two big media agencies. In 2008, he was elevated to a new position, CEO Mediabrands, a perch from which he oversaw most of the holding company’s media assets, including both UM and media agency Initiative.
In 2010, Brien was named CEO of McCann Worldgroup, which includes McCann Erickson, MRM Worldwide, Momentum, McCann Healthcare and Craft, a content production studio. Prior to IPG Brien spent a number of years in senior management roles at Publicis Groupe entities, including, CEO of Publicis Groupe's Arc Worldwide, CEO of Leo Burnett, London and global president of corporate business development for Starcom MediaVest Group.