Pep Boys Gives iCrossing All of Its Digital Work

Zimmerman loses account to search pioneer

Like many other companies founded as search marketing services, iCrossing in recent years has been heralding itself as a full-service interactive agency. And recent developments suggest the New York-based firm has made that transformation. 

Pep Boys told Adweek that it's given iCrossing all of its digital work after using the agency for search and display advertising during the last year. "They'll do our social, email—if it's digital, iCrossing is our lead on it," said Ron Stoupa, CMO for the Philadephia-based automotive repair services chain.

Zimmerman Advertising was previously in charge of most of Pep Boys' digital. While it's unclear whether the Fort Lauderdale, Fla.-based agency challenged to keep the account, Stoupa said his brand considered three agencies before going with iCrossing but declined to name other contenders. Per Nielsen, Pep Boys' media spend exceeded $32 million last year after totaling a little more than $29 million in 2011—though the researcher's numbers neither include Internet nor business-to-business advertising. 

Generally speaking, Stoupa said his brand wants to appeal equally to do-it-your-selfers and the do-it-for-me-crowd, while the old positioning centered more heavily on the former than the latter. "We are changing our marketing," he said. "Our customers want convenience."

Meanwhile, iCrossing for the second straight month has picked up cross-digital business from a brand that once chiefly used the agency for search. In March, Beam Inc. brands DeKuyper and Laphroaig similarly awarded the 15-year-old search pioneer the digital reins to its marketing operations.

@Chris_Heine Christopher Heine is a New York-based editor and writer.