• by Larissa Faw , January 6, 2015

7-Eleven is making it official. After originally partnering with digital shop T3 (The Think Tank) for a mobile app in 2012, the convenience chain is now naming the fir

m as its new digital agency of record.

T3’s new work on 7-Eleven’s digital strategy will begin immediately with the first campaign rolling out in the spring of 2015.

“T3 has impressed us with its commitment to drive innovation,” said Laura Gordon, 7-Eleven’s vice president of marketing. “The people at T3 take a fresh, creative approach to their work and are not afraid to push the limits.”

Location may have also helped. T3 is headquartered in Austin, Texas, while 7-Eleven is headquartered in Dallas. This agency appointment follows 7-Eleven's August 2014 decision to name the Omnicom Group its AOR for its integrated marketing communications, including advertising, promotions, and point of purchase.

As a result of that decision, Omnicom subsidiaries Tracy Locke, TPN, Dieste Harmel & Partners and The Integer Group formed FreshWorks, a virtual agency specifically designed to service the 7-Eleven business.

Now, T3 is expected to work closely with FreshWorks on upcoming initiatives.

“7-Eleven has been a great partner during the past few years we have worked with the company,” said Ben Gaddis, chief innovation officer at T3. “They consistently have been open to innovation and experimentation to further enhance their customers’ experience.”

7-Eleven spent $596,000 on display digital advertising between January and September 2014, down from $2.6 million spent during the same time frame in 2013, according to Kantar Media. The company’s expenditures on other digital media, such as social, search, online video and mobile were not immediately available.