7-Eleven today announced the appointment of CHE Proximity as lead creative agency.
CHE Proximity won the business in a competitive pitch against long-term incumbent Leo Burnett Melbourne and two other agencies.
AdNews reported the win earlier.
7-Eleven is Australia’s third largest private company. The business is made up of more than 450 small family-owned franchise businesses.
Julie Laycock, GM customer experience: “We’re excited to be partnering with CHE Proximity as our new lead creative agency. Chris and the team bring a wealth of new experience to the account and the opportunities to redefine the convenience landscape in Australia through new signature experiences and distinctive storytelling to connect with our customers, franchisees and team members in new ways is something we can’t wait to bring to life.
“7-Eleven has an ambitious growth strategy in a rapidly changing convenience sector. This pace of change is only going to get faster and it’s important that we keep ahead of our customers’ expectations to ensure our channel remains as relevant to customers in the future as it is today. CHE Proximity will play an important part in helping us deliver on our ambition”, said Laycock.
Chris Howatson, CEO at CHE Proximity: “7-Eleven is world famous thanks to its many product innovations and how they have shaped culture across generations. Julie, Adam and the team have big ambitions for 7-Eleven’s future and we’re delighted and grateful to join them on their journey.”
Melinda Geertz, CEO, Leo Burnett Australia: “We’ve had a remarkable 15-year partnership with 7-Eleven, one that’s been transformational in its impact on their business. I’m proud of all that we’ve done to contribute to 7-Eleven’s growth and success over the years. We wish Julie, Angus, Adam and the 7-Eleven team the very best.”
Julie Laycock at 7-Eleven: “7-Eleven has enjoyed a wonderful and very successful 15 years with Leo Burnett, underpinned by significant business growth, category redefining product launches like our $1 Freshly Ground Coffee and market leading campaigns including Slurpee’s famous BYO Cup Day.”
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