Beam Inc. has increased the duties of its search-marketing firm iCrossing, handing it digital-creative chores for the DeKuyper and Laphroaig brands, replacing incumbents Liquid Thread and Schafer Condon Carter. "They've demonstrated their expertise in all areas of digital marketing, and we look forward to their contributions on our business for these two brands," says Andrea Javor, Beam's global director of digital and media.