7-Eleven has announced CHE Proximity as its new lead creative agency, following a pitch which began at the beginning of 2020.
The decision ends the relationship with Leo Burnett Melbourne, which had worked with the brand for 15 years.
Following a competitive pitch, CHE Proximity was awarded end-to-end strategic and creative services for the business which has more than 700 stores across the country, making the third-largest private company in Australia.
7-Eleven GM of customer experience, Julie Laycock, hinted the new relationship would see some big changes across the company’s advertising strategy.
“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,” she said.
“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.”
