UM, a global media agency within IPG Mediabrands, announced on Friday that it has been named the media agency of record (AOR) for 7-Eleven, the world’s largest convenience retailer. In this capacity, UM will drive the full-funnel, cross-channel media strategy and handle digital media activation for 7-Eleven and Speedway stores, as well as the 7NOW Delivery app.

UM introduced 7-Eleven to its newly launched Full Colour Media (FCM) approach. Built on IPG’s end-to-end marketing engine, Interact, and informed by data from Acxiom, FCM unlocks richer insights, precision targeting and creative personalization at scale, according to UM.

“With Acxiom’s industry-leading data capabilities and our Full Colour Media model at the forefront of our planning efforts, we look forward to helping 7-Eleven propel their business forward,” said UM’s U.S. CEO Erin Quintana.

UM introduced its new Full Colour Media global omnichannel media planning proposition and proprietary brand pattern growth model earlier this year. Built on years of research into 10,000+ brands marketing in the era of AI, the agency’s approach works with brands to identify the complexity, nuances and differentiators unique to every brand in order to optimize marketing efforts, elevate them within their categories and drive sustained growth, UM says.

“As we continue to grow, it’s crucial that our marketing strategies deepen (an) authentic connection,” said Marissa Jarratt, EVP and chief marketing and sustainability officer with 7-Eleven. “By leveraging UM’s unique data-enabled approach, we are poised to unlock new opportunities to bring more people to our stores and ensure 7-Eleven remains an essential part of their daily lives.”

Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada. In addition to its stores, 7-Eleven operates and franchises Speedway, Stripes, Laredo Taco Company and Raise the Roost Chicken and Biscuits locations.