7-Eleven Inc. has selected Deutsch as its lead creative agency of record. It has shifted the 7-Eleven brand to a new creative agency to support its ongoing efforts to cater to changing customers’ needs, said Laura Gordon, 7-Eleven vice president of marketing and brand innovation.
“The challenge is to stay one step ahead of our customers, offering the products they want, when and where they want them,” she said. “We have to speak with one voice across all of our agencies with complete integration to meet the customers’ quickly changing demands.”
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 and the 7-Select private label.
The move consolidates the retailer’s advertising into one shop for creative content across all channels, including traditional media outlets, in-store messaging and social and digital.
New York-based Ketchum, which has supported the account since 2008, retains the public relations side of the business for 7-Eleven, which includes national and regional efforts.
This request for proposal (RFP) “was about identifying 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,” Gordon said.
Camelot, Dallas, will continue to be 7-Eleven’s strategic media planning and buying agency.
Based in Irving, Texas, 7-Eleven operates, franchises or licenses more than 61,000 stores in 17 countries, including 10,900 in North America.