7-Eleven Creative, Promo in Review

DALLAS Convenience store chain 7-Eleven said it is conducting a review for its $19 million creative account, now held by Omnicom Group’s TracyLocke, the shop that gave the client its name in 1946. The retailer is also reviewing its promotional account held by The Promotion Network, the company said.

Both TracyLocke and TPN are Omnicom shops based in Dallas. TracyLocke’s headquarters are split between Dallas and Wilton, Conn.

The review was prompted by the arrival of Doug Foster as 7-Eleven’s new managing director of marketing, a company representative said.

“We decided to take a look at our marketing from the ground up,” the rep said.

The company is in the process of sending out requests for proposals to possible contenders, the spokesman said.

TracyLocke, which won the account most recently in October 2002, is expected to defend. The agency, which has changed names and owners since its early days, was Tracy-Locke Advertising when the Southland Corp. hired it to create a name for the stores that were known for selling ice. Because the stores were open from 7 a.m. to 11 p.m., the agency settled on 7-Eleven, according to the company.

The parent company, which changed its name from Southland Corp. to 7-Eleven in 1999, has been represented by other agencies over the years.

Ad expenditures for 2004 were $19 million, per Nielsen Monitor-Plus. But TNS Media Intelligence/CMR listed spending at $26 million through November 2004.

TracyLocke was hired to handle broadcast, print and outdoor advertising to promote the 7-Eleven brand and its proprietary products like Slurpee beverages, Big Gulp drinks and Big Eats Deli sandwiches. Camelot Communications handles media buying, and The Promotion Network is responsible for promotions and point-of-purchase materials.

Headquartered in Dallas, 7-Eleven operates or franchises approximately 5,800 stores with sales of more than $31 billion, according to the company.