Marketing News
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by The Newshoundon Aug 20 |
7-Eleven slurps up new marketing partners
7-Eleven, one of Australia’s largest convenience store chains, has begun a revamp of their marketing partners following a review of their business requirements.
Starcom, 7-Eleven’s media business partner since April 2005 has been replaced by Naked Communications and OMD. This combined team will be responsible for 7-Eleven’s communication planning and media buying respectively.
The revamp continues with Haystac being appointed to specifically deal with furthering brand communications and creating a ‘more positive 7-Eleven experience’. Their main focus will be on working with 7-Eleven’s flagship brands ‘munch’ and ‘Slurpee’.
Edelman and Leo Burnett will continue as the corporate PR agency and creative agency respectively.
Tracy Hammon, 7-Eleven’s brand and communications manager says the company is “looking forward to working closely with Leo Burnett and our new partners to continue delivering quality and engaging creative campaigns and to bring to market some new products and categories that make shopping at 7-Eleven even more convenient.”
Hammon continues, “The appointment of the new agency partners reflects our need for 7-Eleven to keep talking to customers in a meaningful way regarding how we’re meeting their needs now and in the future.”
The appointment of these new marketing partners shows that 7-Eleven is serious about continuing to build up the Slurpee brand, which has proved to be highly successful in youth culture and their munch food-on-the-go brand, which, after two years on the market, has recently begun showing positive results in terms of sales and brand health surveys.
Talking about the decision to change their marketing partners, Tracy Hammon says, “We’ve chosen agencies that understand our target customers (who predominantly skew under-35) and who demonstrate innovative, engaging and cost effective ways of reaching this audience through retail-based brand-building programs. We’re excited to have the new agencies come on board to strengthen the talent alongside agency partners we’ve been working with to date.”
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