Tracy Locke Gets 7-Eleven.

7-Eleven, Inc. awarded its creative advertising to Tracy Locke Partnership. The new agreement is effective immediately.

Russ Klein, 7-Eleven, Inc.’s newly appointed Managing Director and Chief Marketing Officer, said Tracy Locke Partnership was selected for its creative product, high service orientation, versatility and work ethic. “This is a good fit for us,” Klein said. “Tracy Locke understands our business and the demands of retail which is fast-paced and dynamic. With offices here in Dallas they have the local talent and resources to ensure a high quality product and meet our rapid response needs.”

“Our ‘action is everything’ philosophy guides our work building quality brands while simultaneously generating sales,” said Bob Chimbel, president of Tracy Locke, Dallas. “We think that philosophy and our shared history working together previously will result in a productive and longstanding client-agency relationship.”

Tracy Locke’s responsibilities will encompass providing strategic counsel, consumer insight and cash register rings. 7-Eleven will look to the agency for creation of its broadcast, print and outdoor advertising to promote the 7- Eleven brand and its proprietary products like Slurpee beverages, Big Gulp drinks and new Big Eats Deli sandwiches. Media buying will continue to be handled by Camelot Communications Inc., and promotions and point-of-purchase materials by The Promotion Network Inc.

The agency search, according to Klein, was concentrated in Dallas. “This is a complicated business,” he said, “and we need our advertising partner close by so they can become immersed in our business and work side-by-side with our marketing team.”