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

He heads a team which has developed innovative approaches to marketing and communications online, including the Network Sense Mapping tool, which allows analysts on the team 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.

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.