UM, a global media agency under IPG Mediabrands, has been appointed as the media Agency of Record (AOR) for 7-Eleven, the world’s largest convenience retailer. UM will manage the full-funnel, cross-channel media strategy and digital media activation for 7-Eleven®, Speedway® stores, and the 7NOW® Delivery app.
UM’s Full Color Media (FCM) Approach:
- Innovative Strategy: FCM brings brands to life with vibrancy, distinction, and cultural relevance.
- Powered by IPG’s Interact: An end-to-end marketing engine supporting seamless campaign execution.
- Data-Driven Insights: Utilizes best-in-class data from Acxiom for precision targeting and creative personalization at scale.
- Connected Ecosystem: Enables broader audience reach and deeper, resonant connections across all channels.
Leadership Perspectives:
- Erin Quintana, US CEO, UM: Highlights personal connection to 7-Eleven and the excitement to leverage FCM and Acxiom’s data capabilities to drive growth.
- Marissa Jarratt, EVP & Chief Marketing & Sustainability Officer, 7-Eleven: Emphasizes the importance of authentic connections with customers and unlocking new opportunities through UM’s data-enabled media strategy.
UM’s Proprietary Tools and Research:
- Full Color Media Global Omnichannel Planning: Launched earlier this year to optimize marketing across multiple channels.
- Brand Pattern Growth Model: Developed from research on 10,000+ brands in the AI era, this model identifies brand nuances to elevate marketing efforts and sustain growth.
UM’s partnership with 7-Eleven leverages cutting-edge data and media strategies to strengthen the brand’s connection with consumers. By integrating its Full Color Media approach and deep market insights, UM aims to drive sustained growth and ensure 7-Eleven remains an essential part of everyday life.
