7-Eleven brings on new creative agency

Irving, Texas-based 7-Eleven Inc. said it has selected Deutsch, an advertising design and digital agency, as its new lead creative agency. The 7-Eleven brand made the shift to support its ongoing efforts to cater to changing customers’ needs, the company stated.

“The challenge is to stay one step ahead of our customers, offering the products they want when and where they want them,” said Laura Gordon, 7-Eleven’s vice president of marketing and brand innovation. “We have to speak with one voice across all of our agencies with complete integration to meet the customers’ quickly changing demands.”

Under terms of the contract, Deutsch will be responsible for collaborating on marketing strategy, brand positioning and creative campaigns to promote 7-Eleven and its proprietary products such as Slurpee drinks and the 7-Select private brand line.

The move consolidates 7-Eleven’s advertising into a one-stop shop for creative content across all channels, including traditional media outlets, in-store messaging, and social and digital media.

Ketchum will retain 7-Eleven’s public relations business, which includes national and regional initiatives.

Gordon noted that 7-Eleven sought to identify agencies “with the ability to turn customer insights into breakthrough creative.”

“Deutsch and Ketchum have proven track records telling brand stories that connect with customers,” she said. “Together, I anticipate positioning our brand for the future.”

7-Eleven operates, franchises or licenses more than 60,000 stores in 17 countries, including 10,700 in North America.