IRVING, Texas - Jan. 19, 2017 // PRNewswire // - 7-Eleven, Inc. has selected Deutsch as its lead creative agency of record. The 7-Eleven Brand shifted to a new creative agency to support its ongoing efforts to cater to changing customers' needs. Ketchum will retain the public relations business.
"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 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."
As the lead creative agency for the world's largest convenience retailer, Deutsch will be responsible for collaborating on marketing strategy, brand positioning and creative campaigns to promote 7-Eleven and its proprietary products like Slurpee® drinks and the 7-Select® private brand line.
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.
"What makes us most excited to work with 7-Eleven is Laura and the marketing team's ambition," said Kim Getty, President of Deutsch's Los Angeles office. "Our boldest pitch ideas were their favorites. They're committed to doing groundbreaking creative, and they're the absolute nicest people to work with. We've felt great chemistry with them since the first meeting and can't wait to get started in this new relationship."
Ketchum retains the public relations side of the business for 7-Eleven, which includes both national and regional efforts. The agency has supported the account since 2008.
"We are so proud to continue our business with 7-Eleven," said Diana Ciarlante, Ketchum director. "As the communications landscape evolves, 7-Eleven has continued to champion newer, more innovative ways to connect to its growing customer base, and we are excited about what we will build together in 2017 and beyond."
"This 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. "Together, I anticipate positioning our brand for the future."
Camelot will continue to be 7-Eleven's strategic media planning and buying agency.
7-Eleven, Inc. is the premier name and largest chain in the convenience-retailing industry. Based in Irving, Texas, 7-Eleven® operates, franchises or licenses more than 61,000 stores in 17 countries, including 10,900 in North America. Known for its iconic brands such as Slurpee®, Big Bite® and Big Gulp®, 7-Eleven has expanded into high-quality salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings, cheeseburgers and hot chicken sandwiches. 7-Eleven offers customers industry-leading private brand products under the 7-Select® brand including healthy options, decadent treats and everyday favorites, at an outstanding value. Customers also count on 7-Eleven for payment services, self-service lockers and other convenient services. Find out more online at www.7-Eleven.com, via the 7Rewards® customer loyalty platform on the 7-Eleven mobile app, or on social media at Facebook, Twitter and Instagram.
Deutsch is an advertising, design and digital agency known for its award-winning creative campaigns. Integrated practices include creative advertising, media planning and buying, all aspects of digital marketing and product development, including ecommerce and mobile, multicultural marketing, public relations, invention, social media, design, branded entertainment, music, and experiential marketing. In addition to 7-Eleven, Deutsch's clients include Volkswagen, Johnson & Johnson, PNC Bank, Taco Bell, Target, Sherwin-Williams, Dr Pepper, Green Giant, Snapple and Georgia-Pacific, among others. Deutsch has been named one of the most innovative companies in advertising by Fast Company, and ranked on Advertising Age's Agency A-List for nine out of the past 10 years.
Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. The winner of 19 Cannes Lions and an unprecedented five PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
SOURCE 7-Eleven, Inc.