UM Appointed as Media Agency of Record for 7-Eleven, Inc.: Driving Cross-Channel Growth with Full Color Media
In a significant development for the global marketing landscape, UM, a leading media agency within IPG Mediabrands, has been named the Media Agency of Record (AOR) for 7-Eleven, Inc., the world’s largest convenience retailer. This partnership marks a pivotal step in 7-Eleven’s efforts to elevate its marketing strategies and deepen connections with consumers across all touchpoints. As part of the agreement, UM will spearhead the full-funnel, cross-channel media strategy for 7-Eleven® and Speedway® stores, as well as the 7NOW® Delivery app, ensuring seamless digital media activation and audience engagement.
Introducing Full Color Media: A Bold Approach to Brand Storytelling
Central to this collaboration is UM’s newly launched Full Color Media (FCM) approach—a groundbreaking framework designed to bring brands to life with vibrancy, cultural relevance, and precision targeting. Built on IPG’s end-to-end marketing engine, Interact, and powered by Acxiom’s industry-leading data capabilities, FCM enables richer insights, hyper-personalized creative executions, and scalable campaigns that resonate deeply with audiences. This interconnected ecosystem empowers 7-Eleven to not only reach broader demographics but also forge meaningful, lasting connections across every channel.
“Like entire generations of 7-Eleven customers, I grew up grabbing Slurpee® and Big Gulp® drinks with my family,” said Erin Quintana, US CEO of UM. “Having the opportunity to work with one of the most iconic names in convenience retail is truly exciting. With Acxiom’s unparalleled data capabilities and our Full Color Media model driving our planning efforts, we’re confident in helping 7-Eleven propel their business forward.”
Strengthening Connections Through Data-Driven Marketing
For 7-Eleven, fostering authentic relationships with customers has always been a cornerstone of its brand identity. Describing itself as an “ingenious accomplice”—a reliable companion ready to navigate life’s unpredictability—the company is committed to deepening these connections through innovative marketing strategies.
“At 7-Eleven, our customers trust us to be there for them no matter what,” said Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven, Inc. “As we continue to grow and evolve, it’s essential that our marketing strategies reflect this authenticity and strengthen our bond with consumers. By leveraging UM’s unique data-enabled approach, we’re poised to unlock new opportunities to drive foot traffic, engage more people, and ensure 7-Eleven remains an indispensable part of their daily lives.”
The Power of Full Color Media: Elevating Brands in the AI Era
UM unveiled its Full Color Media proposition earlier this year, alongside the proprietary Brand Pattern Growth Model. Developed after extensive research into over 10,000 brands operating in the age of artificial intelligence, this approach focuses on understanding the nuances, complexities, and differentiators unique to each brand. By identifying these key elements, UM helps brands optimize their marketing efforts, stand out in competitive categories, and achieve sustained growth.
For 7-Eleven, this means creating tailored campaigns that align with its mission to serve as a trusted partner for everyday convenience. Whether promoting exclusive product offerings, highlighting the ease of the 7NOW® Delivery app, or showcasing the appeal of Speedway® locations, UM’s strategy ensures consistency and relevance across platforms—from social media and search engines to connected TV and beyond.
Unlocking New Opportunities for Growth
The appointment of UM as 7-Eleven’s Media AOR underscores the retailer’s commitment to staying ahead in an increasingly competitive market. With consumer expectations evolving rapidly, the ability to deliver personalized, impactful messaging is more critical than ever. By combining UM’s expertise in data-driven insights with 7-Eleven’s deep understanding of its customer base, the partnership aims to unlock untapped potential and drive measurable results.
For instance, UM’s advanced targeting capabilities allow 7-Eleven to reach specific audience segments based on behavior, preferences, and purchase history. Meanwhile, the integration of Acxiom’s data ensures that campaigns are informed by real-time insights, enabling dynamic adjustments to maximize performance. This level of sophistication not only enhances efficiency but also amplifies ROI, making every marketing dollar count.
Building a Seamless Omnichannel Experience
One of the standout features of UM’s Full Color Media approach is its emphasis on omnichannel storytelling. In today’s fragmented media landscape, consumers interact with brands across multiple devices and platforms. To meet this challenge, UM crafts cohesive narratives that flow seamlessly between online and offline environments, ensuring a unified brand experience.
For 7-Eleven, this translates into campaigns that highlight the convenience and accessibility of its physical stores while simultaneously promoting digital solutions like the 7NOW® app. By bridging the gap between brick-and-mortar and e-commerce, UM helps 7-Eleven stay top-of-mind for customers seeking quick, reliable options for their daily needs.
A Partnership Poised for Success
The collaboration between UM and 7-Eleven represents a powerful alignment of vision, expertise, and innovation. With UM’s cutting-edge tools and strategies paired with 7-Eleven’s legacy of excellence in convenience retail, the stage is set for transformative growth. Together, they aim to redefine how convenience brands engage with consumers, setting new standards for creativity, personalization, and impact.
As the partnership unfolds, all eyes will be on how UM’s Full Color Media approach continues to shape 7-Eleven’s marketing initiatives. One thing is certain: with a shared focus on delivering value to customers and driving business outcomes, this alliance promises to deliver exceptional results for years to come.
By embracing data-driven insights, cultural relevance, and omnichannel strategies, UM and 7-Eleven are paving the way for a future where convenience meets connection—ensuring that 7-Eleven remains a trusted name in households worldwide.
