Looking to branch out from search and become a full-service agency, iCrossing has added three top execs to its roster. Ian Baer is iCrossing's new managing director; Christopher Marquardt is the agency's new EVP of client services; and Lance Williams joins iCrossing as its business development director, MediaPost reports. All three have close ties to Madison Avenue.

Baer, previously chief strategic officer at TBWA's Tequila, will oversee all client accounts, delivery and operations for iCrossing's New York office. Marquardt, former head of client services at Omnicom's Organic, will be responsible for growing existing client relationships. Lance Williams, formerly with Omnicom's Agency.com, will work in NY to drive new business.

While the agency will still concentrate on search, the new hires will allow the company to branch out, said company founder and CEO Jeffrey Herzog: "We're in the process of hiring the best-known creatives and the best business development people to become a full service agency with search at the center of everything."