Antony Mayfield is Vice President, Head of Social Media at iCrossing, a search and social media-led digital company.

He heads a team which has developed pioneering approaches to marketing and communications online.

Among the innovations that have come out of the team is the NetworkSense Mapping tool, which allows our analysts to build visual representations of how brands are connected to social networks and other websites online. The team has also developed the Social Spaces Framework, an industry leading approach for large organisations engaging with online networks.

Prior to joining iCrossing UK (then Spannerworks) to establish its Content & Media division in 2006, Antony worked in corporate and brand communications for over a decade, most recently as a director in the Bell Pottinger Group, in its technology specialist brand, Harvard. There he worked with leading technology firms such as Vodafone, Sony Playstation and Fujitsu Services, while also working across Bell Pottinger raising awareness of social media’s impact on marketing communications.

He is a regular public speaker on issues around social media and marketing, and writes on his personal blog Open (Minds, Finds, Conversations) and iCrossing UK’s Search Sense blog.

Antony is a Fellow of the Royal Society for the Encouragement of Arts, Manufactures and Commerce (RSA).