CB Exclusive: CHE Proximity Wins 7-Eleven account from long-term partner Leo Burnett Melbourne
UPDATED: Campaign Brief can reveal that after a 15 year multi-awarded run, Leo Burnett, Melbourne has lost the prized 7-Eleven creative account to CHE Proximity, Melbourne.
It’s another big blow to Leo’s, coming after the loss of Bond’s to Special Group last month, and the giant Samsung business to CHE Proximity, as revealed exclusively by Campaign Brief back in November last year.
Says Julie Laycock, General Manager, Customer Experience, 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.”
Adds 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.”
The following PR release has just come in…
7-Eleven, Australia’s market leader in convenience, today announced the appointment of CHE Proximity as lead creative agency. Following a competitive pitch, CHE Proximity was awarded end-to- end strategic and creative services for the business.
With more than 700 stores in local communities across Victoria, New South Wales, ACT, Queensland and Western Australia, 7-Eleven is Australia’s third largest private company. The business is made up of more than 450 small family-owned franchise businesses who are proud to be part of their neighbourhoods.
Says Julie Laycock, General Manager, Customer Experience, 7-Eleven: “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.”
Says 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.”
50 Comments
Congrats CHEP and well done Leo Burnett on doing some brilliant work in your time with 7/11
Um, ow.
The data says 7/11 is open 24/7
Introducing 24/7 the new name for 7/11
6 minute case study that spends 5m 30s on ways they arrived at the idea and then 30 seconds on the idea
That is funny. I think a lot of clients are blinded by the data insight and forget customers don’t see the presentation deck, they see the ads which need to persuade.
introducing, mum’s slurpee
*Headline amend*
Congratulations Leo Burnett on an amazing stint, filled with great thinking and awesome creative. Congratulations also to CHEP for showing determination during covid to win a much sort after account.
is tough on everyone.
Thats quite funny actually
What an impressive run Leo Burnett, 15 years is a major credit to you. And best of luck CHEP!
Thank you Campaign Brief.
You don’t see that every day in this industry. Congratulations to Leo’s for such a long term partnership. Will be interested to see what CHEP do with it.
CHEP “Hold my jar of Mums Sauce”
– Data tells us that 90% of slurpy drinkers drink slurpies when it’s warmer outside.
Introducing a feature length film about all things warm that can only be seen on cold days to encourage people to buy a slurpy. All proceeds go to global warming prevention charities.
Probably not far off from the truth. They win accounts on data capabilities, price, and not on creativity. But good luck to them.
…those banners that only turn on when the temperature reaches a certain level with witty headlines relating to hotness.
would the last one out please turn off the lights…
It didn’t take long did it? CHEP came in hot, big client wins, glossy award entries, data data data. But the thing that has been missing the whole time has been ideas of substance. Ideas based on human insights that really make people change the way they do things.
is left?
That’s karma for you Leo’s
Didn’t Leo’s lose us this year already?
you have to look at management.
Leo’s digital team couldn’t design a paper bag or their way out of it.
Do we have any clients in Melbourne anymore?
Big tobacco I think!
Don’t worry gang, we’ll keep propping you up!
Samsung, Bonds, 7-Eleven all gone within a year.
Who do Leo’s have left? Not forgetting all the talent that has left them too. Once a power house.
Just look at the people section on their website – no actual staff – just all the management’s heads – quite literally
That’s what you get when you let digital do the designing.
It sank long ago along with the staff’s faith and trust.
I think Publicis needs to take a long hard look and investigate what’s really gone wrong here. Ask the staff how they feel they’ve been treated. Oh no, there aren’t any staff left.
A lot of comments from bitter and/or jealous people here.
What’s your real beef guys, I dare one of you to say the truth
15 years – almost unheard of in this industry. Good on ya
7-Eleven fined for ripping off its workers wages.
https://www.smh.com.au/business/workplace/7-eleven-operator-fined-335-000-in-wage-scandals-20190118-p50s81.html
Hmm, sounds to me like Leo’s is much better off staying clear!
I remember the Slurpee’s famous BYO Cup Day! Leo’s, 15 years is a remarkable feat. CHE will no doubt do great things, but big creative boots to fill!
According to the data I’ve analysed, I definitely would not like to work at CHEP
A perfect fit for Chep then.
it’s funny because it’s true…
7am-11pm are CHEP working hours
Leo’s has a national leadership team who has replaced the top row (probably under Publicis’ instruction to cut cost) so as to not have any challengers or threats to those prized management positions. This is the lag effect – a string of losses where the rot set in sometime ago.
….with snide remarks about incumbent agencies, with people bashing clients and with the weird hatred for CHE Proximity.
It would be nice if this industry was as positive as some of their ads. It would certainly be less boring….
The header image is not a Leo’s campaign. Isobar did that. Congrats CHE, off to create some awesome stuff!
What if the hatred isn’t weird?
What if the hatred only exists because of the choices they make and how they treat their people?
Smoke. Fire.
Ok sunshine how many people do you know at CHEP, and can you anecdotally report how happy they are? ‘Cos this little anon knows a bunch and it ain’t beer and data skittles.
And I’m proud to work there. These awful comments doesn’t make me proud to work in advertising though…
I’ll second that. Even as a contractor, Leo’s kept me on. I will always be grateful for the honestly and real care shown to me throughout this pandemic.
Terry. Now here’s Lampard. Long ball over to find Joe Cole. Cole chests it down and passes back to Ashley Cole. Chelsea seem happy to keep possession and run down the clock. You’re listening to BBC Radio Five Live from Stamford Bridge. Chelsea 1 Arsenal 0. Didier Drogba with the goal that separates the two sides, scored in the third-minute. His 14th goal of the season. Lampard. Malouda. Here’s Duff. Back to Terry again. Arsene Wenger stands on the touchline, arms raised. He’s wanting more from his team, they’ve been very sluggish so far. Thierry Henry is on the bench for Arsenal having been left out of the starting XI. Here’s Drogba, edge of the Arsenal penalty error. Skips past Fabregas, shoots, but the ball flies way over the crossbar and into the crowd. Goal kick. 13 minutes left on the clock. Will Wenger make a change? Will he bring on Henry? The Arsenal fans away to my left sing his name. If you’re just joining us, result from earlier on this afternoon: West Brom 2 Liverpool 3. Steven Gerrard with the 94-minute winner that takes Liverpool above Manchester United in the Premier League… oh…well Malouda’s gone down…Red card. Patrick Vieira’s been sent off. Lee Mason with the red card. Arsene Wenger cannot believe it. Vieira – was it the elbow? Malouda’s rolling around clutching his face. He seemed to go down very easily. We’re just watching the television replay and, oh yes, it’s an elbow from Vieira. It looked very deliberate from the Arsenal captain. He can’t really have many complaints, he’s got to go. Lee Mason went straight into his pocket and showed the red card. He had no doubts. Arsenal now have a mountain to climb. Chris Waddle…
[Chris Waddle analyses the elbow challenge before we hear again from Ian Dennis]
Former England international, Chris Waddle with me on Five Live from Stamford Bridge. Chelsea 1 Arsenal 0. Patrick Vieira sent off for Arsenal. You got the feeling that Vieira’s blood beginning to boil, frustrated by his team’s lacklustre performance. That’s the fourth time he’s been sent off this season; the third time in his career against Chelsea.
[Chris Waddle makes a witty remark. Ian Dennis continues…]
Chelsea – five points clear at the top of the Premier League table as it stands. And now, finally, with Arsenal chasing an equaliser and down to 10-men, here comes Thierry Henry. You can hear the Arsenal fans in the background. They’ve been waiting for Henry to appear. Reyes off; Henry on. Free-kick though to Chelsea. Lampard floats the ball into the Arsenal penalty area, but it’s headed out by Campbell. Duff, back to Lampard. Lampard again floats the ball into the penalty error. Lehman’s come along way and, oh, completely missed it. Kalou. Two-nil Chelsea. What was Jens Lehman doing there? He had no right claiming that ball. He completely missed it. The ball flew over his outstretched hands and Kalou, with an open goal, couldn’t miss. Chelsea 2 Arsenal 0. Chris…
[Chris Waddle analyses the goal before we hear from Ian Dennis]
Yes, Arsene Wenger is having a torrid afternoon. And as he sits arms crossed on the Arsenal bench, the Arsenal fans can be seen leaving the Shed End, off to Fulham Broadway to beat the traffic. They’ve had enough. It’s been a poor performance from their side this afternoon. They really haven’t got going in this game. Thierry Henry, the league’s top scorer, named as an Arsenal substitute. The fans will be questioning that decision and I’m sure we’ll be hearing a lot of angry Arsenal fans on 6-0-6 tonight. Chelsea though, to their credit, haven’t let Arsenal play that free-flowing brand of football we’re so used to seeing. Jose Mourinho has drilled his players well. They’ve been compact, very hard to break down.
I know a handful or so people that work there, they seem nice and engaged. I’d say they have the same views as any other agency employee. The fact that both Leo Burnett and CHE Proximity are mentioned here show me that there’s a bunch of disgruntled people who use this space as their own personal therapy blanket. I don’t know, it just seems so…. boring.
Why can’t people just be nice?
15 years with a client – seriously, we’re slagging that off? I don’t think there’s a person with more integrity in our industry than Melinda Geertz. Well done CHEP – you are a force and you clearly lift the standard across our industry. I know how hard we fought, so i can’t imagine how hard you hustled, so well done.
Had an interview at there a few years ago. Everybody was swearing from the get-go, I thought I’d get on the level so let and f-bomb or two slip. Got an angry call from my recruiter the next day saying I was their first choice but I swore in the interview so they couldn’t trust me in front of clients.
🙂
Now, you made me laugh.