7-Eleven has named media and marketing company UM as its media agency of record, according to a Friday announcement from the agency.
UM, which is owned by IPG Mediabrands, will be responsible for full-funnel, cross-channel media strategy as well as digital media activation for 7-Eleven, Speedway and the 7Now app.
The retailer will utilize UM’s “Full Color Media” media planning proposition, released earlier this year, which seeks to use vibrancy, distinction. and cultural relevance to make a brand stand out from the crowd. Its model analyzes the relationship between brand perceptions over time and how such perceptions impact business results, then applies that data to forward-looking marketing strategies.
"By leveraging UM’s unique data-enabled approach, we are poised to unlock new opportunities to bring more people to our stores and ensure 7-Eleven remains an essential part of their daily lives,” said Marissa Jarratt, executive vice president and chief marketing and sustainability officer for 7-Eleven, in the announcement.
7-Eleven is coming off a year in which its “Always Open” advertising campaign with professional football player JaMarr Chase won multiple awards. 7-Eleven is still working with Dentsu, according to information from the company.
Representatives from 7-Eleven could not be reached by press time to confirm if UM was replacing Dentsu Creative.
In addition to 7-Eleven, UM’s clients include well-known brands American Express, Levi Strauss, Dyson and Mattel.
Editor’s note: This story was updated to add additional information from 7-Eleven.
