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7-Eleven picks CHEP as its new creative agency, ending 15-year relationship with Leo Burnett

7-Eleven has announced CHE Proximity as its new lead creative agency, following a pitch which began at the beginning of 2020.

The decision ends the relationship with Leo Burnett Melbourne, which had worked with the brand for 15 years.

Following a competitive pitch, CHE Proximity was awarded end-to-end strategic and creative services for the business which has more than 700 stores across the country, making the third-largest private company in Australia.

7-Eleven GM of customer experience, Julie Laycock, hinted the new relationship would see some big changes across the company’s advertising strategy.

“We’re excited to be partnering with CHE Proximity as our new lead creative agency. Chris and the team bring a wealth of new experience to the account and the opportunities to redefine the convenience landscape in Australia through new signature experiences and distinctive storytelling to connect with our customers, franchisees and team members in new ways is something we can’t wait to bring to life,” she said.

“7-Eleven has an ambitious growth strategy in a rapidly changing convenience sector. This pace of change is only going to get faster and it’s important that we keep ahead of our customers’ expectations to ensure our channel remains as relevant to customers in the future as it is today. CHE Proximity will play an important part in helping us deliver on our ambition.”

CEO of CHE Proximity, Chris Howatson, said the agency was excited to sink its teeth into the new account.

“7-Eleven is world famous thanks to its many product innovations and how they have shaped culture across generations. Julie, Adam and the team have big ambitions for 7-Eleven’s future and we’re delighted and grateful to join them on their journey.”

Laycock also thanked Leo Burnett for its time on the account.

“7-Eleven has enjoyed a wonderful and very successful 15 years with Leo Burnett, underpinned by significant business growth, category redefining product launches like our $1 Freshly Ground Coffee and market-leading campaigns including Slurpee’s famous BYO Cup Day.”

Melinda Geertz, CEO, Leo Burnett Australia: “We’ve had a remarkable 15-year partnership with 7-Eleven, one that’s been transformational in its impact on their business. I’m proud of all that we’ve done to contribute to 7-Eleven’s growth and success over the years. We wish Julie, Angus, Adam and the 7-Eleven team the very best.”

Leo Burnett also recently lost the Bonds account which went up for pitch last month before being awarded to Special Group at the end of August. 

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