Marks & Spencer has appointed iCrossing, Hearst’s specialist search agency, to its agency roster after a competitive pitch.
The retailer has tasked iCrossing to lead its global SEO account and wants to further integrate SEO with all its digital activity in the UK and international markets.
It follows M&S’ decision in February to part ways with AKQA, which handled its digital activity. The bulk of the digital work moved across to Rainey Kelly Campbell Roalfe/Y&R, M&S’ retained creative agency.
This month Steve Rowe took charge of M&S as chief executive. The former executive director of general merchandise was promoted and took over from Marc Bolland.
Mindshare has handled M&S’ media planning and buying since winning the account in 2014.
Article originally appeared on Campaign.