7-Eleven selects Mercury Mambo as its Hispanic AOR.

Austin based Mercury Mambo has been selected as the Hispanic agency of record by 7-Eleven, Inc.

“Mercury Mambo is joining us as our agency partner to develop targeted consumer strategies, integrated marketing plans and relevant communications for the U.S. Hispanic consumer market,” said Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. “The company’s knowledge of the convenience store retail landscape coupled with its Hispanic shopper-marketing expertise will assist us in accelerating our efforts to better attract this important consumer segment that we have been serving for more than half a century.”

Work for 7-Eleven will begin immediately. Mercury Mambo will build on the success of the company’s 2010 Hispanic Marketing pilot program. The agency will focus efforts on strengthening the 7-Eleven brand position among Hispanics through integrated grassroots marketing and promotional efforts.

“7-Eleven is an innovative and exciting company that continues to place importance on building a relationship with the Hispanic community,” said Becky Arreaga, Mercury Mambo president. “We will put our creative, retail and grassroots experience to work for the iconic brand with the goal of making 7-Eleven the convenience store of choice for U.S. Hispanics.”