7-Eleven Inc. has selected Deutsch as its lead creative agency of record.

The 7-Eleven Brand shifted to a new creative agency to support its ongoing efforts to cater to changing customers’ needs. Ketchum will retain the public relations business.

“The challenge is to stay one step ahead of our customers, offering the products they want, when and where they want them,” said Laura Gordon, 7-Eleven vice president of marketing and brand innovation. “We have to speak with one voice across all of our agencies with complete integration to meet the customers’ quickly changing demands.”

As the lead creative agency for the world’s largest convenience retailer, Deutsch will be responsible for collaborating on marketing strategy, brand positioning and creative campaigns to promote 7-Eleven and its proprietary products like Slurpee drinks and the 7-Select private brand line.

The move consolidates the retailer’s advertising into one shop for creative content across all channels including traditional media outlets, in-store messaging, and social and digital.

“What makes us most excited to work with 7-Eleven is Laura and the marketing team’s ambition,” said Kim Getty, president of Deutsch’s Los Angeles office. “Our boldest pitch ideas were their favorites. They’re committed to doing groundbreaking creative, and they’re the absolute nicest people to work with. We’ve felt great chemistry with them since the first meeting and can’t wait to get started in this new relationship.”

Ketchum retains the public relations side of the business for 7-Eleven, which includes both national and regional efforts. The agency has supported the account since 2008.

“We are so proud to continue our business with 7-Eleven,” said Diana Ciarlante, Ketchum director. “As the communications landscape evolves, 7-Eleven has continued to champion newer, more innovative ways to connect to its growing customer base, and we are excited about what we will build together in 2017 and beyond.”

“This RFP was about identifying agencies with the ability to turn customer insights into breakthrough creative. Deutsch and Ketchum have proven track records telling brand stories that connect with customers,” Gordon said. “Together, I anticipate positioning our brand for the future.”

Camelot will continue to be 7-Eleven’s strategic media planning and buying agency.