Swift Transportation has selected iCrossing as its new digital agency of record following a formal review. The transportation provider previously worked with smaller, independent shops.
iCrossing will be responsible for all digital marketing disciplines such as media planning/strategy, creative development and data/analytics. The first work will debut in Q1 2017 with an initial focus on business-to-consumer, specifically driver recruitment. The account will be run out of iCrossing’s Scottsdale, AZ office with support from its other locations.
Swift has recently upped its advertising budget. The company spent $48,000 on advertising during the first six months of 2016, versus $31,000 spent year-over-year and $57,000 during the full 12 months of 2015, according to estimates from Kantar Media.
“Digital marketing plays a key role in our driver recruiting efforts," stated Otto Welch, VP recruiting, Swift. “Driver recruiting is mission critical. We wanted an agency that understands our business and can be innovative in their approach to helping us reach our aggressive hiring goals. We believe iCrossing is that firm.”
In 2012, Swift worked with NYC-based Bayard Advertising Agency to upgrade Swift's corporate website to "help customers, investors, and the motoring public understand that Swift Transportation is much more than a trucking company."
Swift Transportation is the largest publicly-held truckload shipping carrier in the U.S. Celebrating its 50th year in business, Swift originated and is based in Phoenix, AZ.