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Omnicom Team Wins 7-Eleven

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NEW YORK 7-Eleven confirmed it has selected an Omnicom Group team led by incumbent TracyLocke for its advertising and promotions account.

Estimated billings are $40 million.

Agency teams from WPP Group and Interpublic Group also contended.

"We saw an integrated approach from all the agencies that presented, but Omnicom was the clear winner because they organized in a unique way that will give us access to best-of-class agencies, talent and creative," said Doug Foster, vice president of marketing at 7-Eleven, in a statement. "They essentially assembled a cluster of agencies managed by a single account team that presents one face to us and ensures complete integration and quality control."

The decision marks the conclusion of a protracted search that began in March and was overhauled last month.

7-Eleven had been running two reviews—one for creative and another for promotional duties—until TracyLocke in Dallas persuaded the client to hear pitches from holding company teams.

Sources said TracyLocke teamed with Dieste Harmel Partners, The Promotion Network, Integer and Javelin Direct. WPP's G2 joined with Grey Interactive, J. Brown and The Store. IPG put forth TM Advertising, McCann Erickson's youth division Tag Ideation, Zipatoni and Casanova Pendrill.

Elements from those shops will handle the business via a "virtual agency" dubbed FreshWorks. "As a virtual agency, FreshWorks has an account management team dedicated solely to 7-Eleven," Foster said. "It offers a unique collection of agencies steeped in talent and resources that we can draw upon on an as-needed basis."

7-Eleven will look to the agency for concepts and production of its broadcast, print and outdoor advertising to promote the 7-Eleven brand and proprietary products such as Slurpee frozen beverages, Big Gulp drinks and Big Eats deli sandwiches.

ABA Consulting in Dallas oversaw the process for the client, which is also based in Dallas.

Camelot Communications in Dallas handles media duties, which are unaffected.

TracyLocke branded the convenience-store chain with the 7-Eleven name in 1946. (The name reflected the store's hours of operation at that time—from 7 a.m. to 11 p.m.)