Speedway has appointed Young & Laramore as AOR for its chain of filling stations and convenience stores following a formal review.
Y&L and its media division, EchoPoint Media, will be responsible for brand strategy and positioning, creative, digital, social media, media planning and buying, as well as in-store communications and packaging design. The agency’s first work will launch in early 2018.
Speedway’s marketing team and senior management chose Y&L because of the agency’s "rigorous strategic approach" to brand strategy and research, as well as its ability to "develop breakthrough creative and efficient national digital, social and traditional media executions," the agency stated.
Last year, Speedway spent $15.24 million on advertising, according to Kantar Media. Earlier this year, the Ohio-based Marathon announced plans to spend $380 million, primarily to renovate and build new stores.
In 2014, Marathon acquired the Hess Retail chain of convenience store/gas stations for $2.6 billion and folded it into the Speedway operation.
One of Speedway’s top marketing priorities is to drive gas customers into its co-located convenience stores.