UM, a global media agency within IPG Mediabrands, announced it has been named media Agency of Record (AOR) for 7-Eleven, Inc., the world’s largest convenience retailer. In this capacity, UM will drive the full funnel, cross-channel media strategy and handle digital media activation for 7-Eleven® and Speedway® stores, as well as the 7NOW® Delivery app.
UM introduced 7-Eleven to its newly launched Full Color Media (FCM) approach—an inventive and immersive way to bring brands to life with vibrancy, distinction, and cultural relevance. Built on IPG’s end-to-end marketing engine, Interact, and fueled by best-in-class data from Acxiom, FCM unlocks richer insights, precision targeting, and creative personalization at scale. This seamlessly connected ecosystem enables 7-Eleven to reach broader audiences while creating deeper, more resonant connections across every channel.
“Like entire generations of 7-Eleven customers, I grew up grabbing Slurpee and Big Gulp drinks with my family, so having the opportunity to work with the most recognizable name in convenience is exciting,” said Erin Quintana, US CEO, UM. “With Acxiom’s industry-leading data capabilities and our Full Color Media model at the forefront of our planning efforts, we look forward to helping 7-Eleven propel their business forward.”
“At 7-Eleven, our customers look to us as their ‘ingenious accomplice’ – a trusty companion they can count on to take on the unpredictability of life – and as we continue to grow, it’s crucial that our marketing strategies deepen this authentic connection,” said Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer, 7-Eleven, Inc. “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.”
UM introduced its new Full Color Media global omnichannel media planning proposition and proprietary Brand Pattern Growth Model earlier this year. Built upon several years of research into 10,000+ brands marketing in the era of AI, the agency’s approach works with brands to identify the complexity, nuances, and differentiators unique to every brand in order to optimize marketing efforts, elevate them within their categories, and drive sustained growth.
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