Dive Brief:
- 7-Eleven has named Deutsch its creative agency of record, according to a joint press release. Ketchum will stay on in a PR role while Camelot will continue to be 7-Eleven's strategic media planning and buying agency.
- The global convenience store retailer is consolidating its creative content across all channels including traditional media outlets, in-store messaging, social and digital with the Deutsch move.
- "We have to speak with one voice across all of our agencies with complete integration to meet the customers' quickly changing demands," said Laura Gordon, 7-Eleven vice president of marketing and brand innovation, in the release. "This RFP was about identifying agencies with the ability to turn customer insights into breakthrough creative."
Dive Insight:
While digital marketing's role is growing — surpassing TV for the first recently in terms of spend — savvy marketers recognize that many consumers are engaging across a number of different channels. While the media landscape is increasingly fragmented, brands need to have a consistent voice and image no matter where a consumer encounters them. It is not so much about delivering the same creative across channels as recognizing which creative works best for individual channels while ensuring the experience flows naturally from one channel to the next.
As marketing strategies evolve, big brands are still sorting out the best arrangement for agency relationships two years after the infamous “reviewageddon” that found a record amount of ad budgets under review. While some brands have taken more control over certain aspects of their marketing, even going as far as taking social media outreach in-house in some cases, 7-Eleven sees value in having a cohesive creative voice through Deutsch.
As the lead creative, Deutsch will be responsible for collaborating with 7-Eleven’s internal marketing team on marketing strategy, brand positioning and creative campaigns.