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Creative work focused on “cravings” helped GSD&M win the $25-30 million account of convenience chain 7-Eleven last week.
The review, sources said, centered on some of the retailer’s individual brand-name products.
GSD&M placed all its strategic chips on the observation that convenience and late hours no longer distinguish 7-Eleven from its rivals.
“Now that the convenience niche no longer exists, the question is, ‘How do we drive people into our stores when there’s one on all four corners and ours requires a left-hand turn?’ ” said GSD&M senior vice president J.B.
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