Modem Media's Brian Powley, the general manager of its San Francisco office for the past 15 months, will leave the Digitas shop to go to search agency iCrossing.

Powley began his new stint as managing director of iCrossing's San Francisco office on Monday, AdWeek reports.

Powley said iCrossing's ability to specialize in search will pay dividends in the future. "iCrossing's whole DNA is in search," he said. "Search will be the pathway of all media eventually."