Southwest Convenience Stores Selects Levenson

Levenson & Hill has secured the $1 million-plus advertising account of Southwest Convenience Stores.

The Dallas shop was referred to SCS by the chain’s new owner, Alon Israel Oil Co. Levenson had worked with Alon’s predecessor in the U.S., Fina Oil and Gas Co., for more than nine years.

SCS executives spoke to several agencies before deciding to view a formal presentation from Levenson.

“We were told it was up to us who our agency was,” said SCS marketing director George Fairman. “I was delighted with our first meeting [with Levenson] … I knew within five minutes of their presentation they were the right agency for us.”

Fairman cited Levenson’s media buying capabilities as key to its selection. The agency also presented detailed market research linking individual store sales with local traffic patterns.

“The new ownership of our company has asked us questions that I wasn’t able to answer myself regarding specific demographics of the stores and Levenson could,” Fairman said.

CVA Advertising & Marketing in Odessa, Texas, previously held the account.

SCS is the largest 7-Eleven licensee in the U.S., with 174 stores in West Texas and New Mexico. The company markets fuel under the Fina brand name.

The account will include the production of local radio, television and outdoor advertising, beginning with a state lottery cross-promotion. Levenson’s work could be supplemented by creative from 7-Eleven’s national agency. The national account is currently in review.

Levenson’s account with Fina did not automatically transfer to Alon, although negotiations are under way. Once a $10 million account, Fina had been an inactive advertiser in recent years.

Said agency president and chief executive officer Barbara Levenson, “[Alon’s] biggest investment is in Southwest Convenience Stores. That’s really where the growth potential is.”