iCrossing To Purchase Spannerworks for $18m

Icrossing plans to acquire Spannerworks, a UK company based in Brighton, for around $18 million according to OnlineMediaDaily.

Spannerworks, a 10-year-old search engine marketing company based in Brighton, England, has done work for clients including Best Western Hotels, car insurance site Confused.com, SN Brussels Airlines, and nursery company Kiddicare.

In addition to search engine marketing and optimization, Spannerworks maintains a marketing practice around social networking. Similar to buzz monitoring companies, Spannerworks offers a "social media audit," which tells companies how their brands are perceived online, and who the key influencers are.