Convenience retailer 7-Eleven is partnering with global media agency UM to help drive its cross-channel media strategy and handle digital media activation for 7-Eleven and Speedway stores, as well as the 7NOW Delivery app.
New York-based UM, which is part of IPG Mediabrands, was named the Agency of Record for 7-eleven Inc. on Friday, it shared in a news release.
“At 7-Eleven, our customers look to us as their ‘ingenious accomplice’—a trusty companion they can count on to take on the unpredictability of life—and as we continue to grow, it’s crucial that our marketing strategies deepen this authentic connection,” said Marissa Jarratt, executive vice president and chief marketing and sustainability officer at 7-Eleven, Inc. “By leveraging UM’s unique data-enabled approach, we are poised to unlock new opportunities to bring more people to our stores and ensure 7-Eleven remains an essential part of their daily lives.”
UM introduced 7-Eleven to its Full Color Media approach, a marketing plan that brings brands to life with “vibrancy, distinction and cultural relevance,” the company said. FCM unlocks richer insights, precision targeting and creative personalization at scale, UM said, and its ecosystem of marketing tools enables 7-Eleven to reach broader audiences while creating deeper connections across every channel.
- 7-Eleven is No. 1 on CSP’s 2025 Top 40 Update to the 2024 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2025 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.
“Like entire generations of 7-Eleven customers, I grew up grabbing Slurpee and Big Gulp drinks with my family, so having the opportunity to work with the most recognizable name in convenience is exciting,” said Erin Quintana, UM’s U.S. CEO. “With Acxiom’s industry-leading data capabilities and our Full Color Media model at the forefront of our planning efforts, we look forward to helping 7-Eleven propel their business forward.”
UM operates in more than 100 countries and its clients include American Express, General Mills, Just Eat Takeaway.com and more.
7-Eleven, Irving, Texas, operates, franchises or licenses more than 13,000 stores in the U.S. and Canada. In addition to 7-Eleven convenience stores, it operates and franchises Speedway, Stripes, Laredo Taco Company and Raise the Roost Chicken and Biscuits.
Circle K owner Alimentation Couche-Tard is attempting to acquire 7-Eleven parent Seven & i Holdings Co. Ltd. Read more about Couche-Tard’s takeover attempt of 7-Eleven.
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