Interpublic media agency UM announced late last week that it has been named media AOR for convenience store giant 7-Eleven.  

The company spends approximately $70 million annually on measured media according to agency research firm COMvergence.  

UM stated that it will drive the client’s “full funnel, cross-channel media strategy” and handle digital media activation for 7-Eleven and sibling Speedway stores. It will also manage the company’s 7Now delivery app. 

The incumbent on the account was not immediately known. 

The award comes as the client’s ownership structure is in flux. Parent company Seven&i Holdings is the target of a potential takeover by competitor Alimentation Couche-Tard, the Canadian multinational company and owner of the convenience store chain Circle K. 

Also, Seven&i has announced plans for an initial public offering that would spin off its North American operations into a separate company. The company said it hopes to complete the IPO in the second half of the year.  

It has also agreed to sell its Superstore Group to Bain Capital for a reported $5.5 billion. 

As part of the media AOR assignment UM will deploy an offering (Full Color Media) built on IPG’s marketing engine Interact. It utilizes Acxiom data and according to the agency “unlocks richer insights, precision targeting, and creative personalization at scale.”