DALLAS--The Richards Group has dropped out of the running for the $25-30 million account of 7-Eleven.
A source said the move came after a discussion in which the client gave Richards a discouraging view of its winning chances. Normally the Dallas-based agency, which has handled projects for 7-Eleven, does not participate in reviews in which it is the incumbent.
Said Richards principal Brad Todd, "This was kind of different because we had a multiple-agency format in our relationship with 7-Eleven...but we netted out the same way. We think it's in our best interest not to participate." Among the other agencies remaining in the pitch are GSD&M, Austin; and the New York offices of Deutsch, TBWA\Chiat\Day and Wieden + Kennedy.