Circle K goes to MediaCom

The global account move consolidates its NA and European USD $90 million media spend.
polar pop

MediaCom won’t be popping champagne for its latest win – instead, it will be loading up on Polar Pops.

The agency has a new global win under its belt: global convenience chain Circle K. The GroupM agency will serve as the sole media agency partner for the brand in Canada, the U.S. and Europe.

The appointment followed a six-month review process. The chain previously spread its account across multiple agencies in various markets, and this move marks its first major media consolidation. The brand previously worked with Media Experts in Canada. Its account is reported to be worth USD $90 million.

Although Circle K is a global brand, its ownership sits here in Canada. Quebec-based convenience giant Alimentation Couche-Tard purchased the Circle K brand in 2003. It’s been rolling out the brand in Canada over the last five years. As of Q1, more than 800 Mac’s locations had been replaced with Circle K (in Quebec, Couche-Tard locations have remained under that name).