Richards Takes Creative Lead, Bloom Gets TV Work For 7-Eleven

The Southland Corp.’s 7-Eleven convenience store chain has quietly shifted lead creative agency status on its estimated $25 million advertising account to The Richards Group, Dallas, and doled out television projects to Publicis/Bloom here.
The changes do not affect the client’s media buying at Camelot Communications in Dallas, but they do mark the end of a nine-year relationship with J. Walter Thompson in Chicago.
7-Eleven public relations manager Margaret Chabris said the relationship with JWT was severed earlier this year, a move that has led to Richards’ larger role.
A Richards representative confirmed the agency is at work on the chain’s 1998 television, print and outdoor branding work.
Steve Price, co-chairman of Publicis/Bloom, would not comment on his shop’s involvement.
“The Richards Group is our [creative] agency of record, but we will use multiple resources,” Chabris said.