7-Eleven @ Omnicom.
July 22, 2005
7-Eleven, Inc. has chosen Omnicom Group to handle integrated marketing communications, including advertising, promotions and point-of-purchase. Omnicom subsidiaries Tracy Locke, TPN, Dieste Harmel & Partners and The Integer Group have formed FreshWorks, a virtual agency specifically designed to service the 7-Eleven business. The agreement will be effective in September.
“We saw an integrated approach from all the agencies that presented, but Omnicom was the clear winner because they organized in a unique way that will give us access to best-of-class agencies, talent and creative,” said Doug Foster, vice president of marketing for 7-Eleven, Inc. “They essentially assembled a cluster of agencies managed by a single account team that presents one face to us and ensures complete integration and quality control.”
The agency review process began with an integrated review for a single-solution provider team. Besides Omnicom, finalists included WPP Partners andInterpublic Group.
The new FreshWorks entity will support 7-Eleven as its only client. Responsibilities will include providing strategic counsel, consumer insight and creative product to increase awareness and sales.
