Former Disney exec spearheads iCrossing expansion

As CCO, UK, Alcock will be responsible for the delivery of all commercial revenues across the business. He will also develop the commercial proposition for iCrossing in the UK, working  with iCrossing U.S. to develop the group’s global commercial strategy.

Furthermore, Alcock will manage new business acquisitions as well as client retention and profitability, which will be essential to iCrossing’s continued expansion into mainland Europe following the recent acquisition of 3GNet in Germany.

Alcock joins iCrossing from Disney’s Jetix Europe, where he was senior vice president, directing development and maintenance of all commercial revenues across the business.

His wide managerial role took in all key areas, including advertising, digital, licensing, home entertainment, marketing, commercial research, programme development, Channel distribution and strategic investments.

Alcock’s media career, which spans 22 years, also includes successes at BSkyB where as head of commerce for interactive programming, he had direct responsibility for strategic and commercial commitments within Sky Active including Games, Communications, Enhanced Television, Digital Text and Online.

During his five years at Sky, Mel was responsible for the development and launch of Sky Bet. Prior to Sky, Mel was at Flextech (Virgin Media) where as general manager of Screenshop he launched the UK’s first Home Shopping TV Channel. 

Alcock started his Ad Agency career at Foote Cone and Belding Ltd as a media planner buyer; he later went on to be a media account director at the Media Independent Austin West Media Ltd.

Arjo Ghosh, chief executive officer of iCrossing, UK comments: “Mel’s experience and knowledge in the media sector is second to none. He is passionate about our connected digital marketing approach. We expect to grow iCrossing’s team with more appointments of Mel’s calibre to ensure the continued strengthening of brands and engagement of consumers online for our clients.”

Mel Alcock added: “We want the iCrossing brand and business to set a new standard for digital marketing by building deeper, longer and more meaningful relationships with our clients.  The company has matured rapidly into a full service digital marketing company, operating within a different competitive set more akin to traditional global advertising networks. I will be leveraging my skill sets and experience to help our existing clients leverage new digital opportunities and add additional world-class brands to our roster.”