7-Eleven's Media Business Transferred to UM amidst Parent Company's Approaching $50B Sale
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Breaking news: UM, a slick media agency under IPG Mediabrands, has nabbed the coveted U.S. media agency of record gig for the c-store titan, 7-Eleven!
This swap came after a fierce competition, with Dentsu previously handling portions of 7-Eleven's US media business, details about which remain under wraps.
So, what's UM's mission?Basically, they'll be developing cross-channel media strategies and executing full-funnel media activations for 7-Eleven, Speedway stores, and the 7NOW delivery app.
According to our sources, you might recall Dentsu's stint with 7-Eleven, but neither company disclosed specifics about the incumbent agency[1].
Now, let's delve into UM's winning secret: they rocked the pitch with their "Full Color Media" approach, a data-driven strategy built on IPG's Interact platform and powered by Acxiom[1]. The account is estimated to be worth approximately $70 million, according to Comvergence[1].
The switch is particularly timely, as 7-Eleven's parent company is weighing a massive sale to the Circle K owner, valued at around $50 billion[1]. In the broader ad world, this move underscores the trend of agencies emphasizing data-driven strategies and cross-channel media activation to cater to the evolving client demands.
Evidently, the move from Dentsu to UM symbolizes 7-Eleven's ambition to excel in advanced media methods and tools as the retail realm continues to evolve at a rapid pace!
- In light of the shift from Dentsu to UM as the media agency for 7-Eleven, business strategy discussions may revolve around how this change will impact finance and return on investment.
- As 7-Eleven embraces a data-driven approach to marketing (UM's "Full Color Media" strategy), it underscores the importance of finance and strategic investments in technology for business success.
