OMNICOM OCEANIA NAMED AS 7-ELEVEN’S ‘GAME CHANGER OF THE YEAR’

PHD AND CLEMENGER BBDO RECOGNISED FOR TRANSFORMING THE 50-YEAR OLD BRAND

Omnicom Oceania has been named 7-Eleven Australia's Game Changer of the Year at the convenience retailer's supplier awards.

The award recognises a partner accelerating 7-Eleven's growth as an industry disruptor - through bold initiatives, breakthrough products and transformative solutions that drive long-term strategic growth and step-change for the business.

Clemenger BBDO and PHD's integrated work exemplifies this, propelling 7-Eleven's rise as a disruptor by reframing the role that convenience plays in Australians' lives and elevating perceptions of its food and beverage offer through a series of category-defining campaigns.

Fiona Hayes, Chief Executive Officer & Managing Director at 7-Eleven Australia, said:

“Omnicom Oceania has delivered measurable commercial impact and set a new standard for partnership. Together, 7-Eleven, Clemenger BBDO and PHD have helped to reset our communications approach, strengthened our brand, and turned 7-Eleven’s Japanese heritage into cultural momentum.”

On the brand side, highlights include the launch of 'Any time is 7-Eleven time', a brand platform capturing the moments Australians walk through 7-Eleven doors because real life doesn't follow a 9-to-5 schedule. This was followed by 'Japan's Icons', which connected Japanese authenticity with Gen Z's konbini obsession to deliver both commercial and cultural success. Together, these built on last year's internationally acclaimed 'Go Further with Mobil' campaign.

PHD has matched this momentum with a series of first-to-market media partnerships. A pioneering collaboration with JCDecaux integrated 7-Eleven's sales data into programmatic out-of-home planning and optimisation, closing the gap between media investment with real-time purchasing behaviour. As a beta partner with Nova and Landmarks ID, PHD also collaborated on a new planning tool that provides a unified, de-duplicated view of total audio audiences, enabling more precise budget allocation across channels.

Most recently, in partnership with Livewire, PHD secured a market-first integration for 7-Eleven as the foundation brand partner within Kayo Sports' Roblox stadium, embedding the brand in an immersive virtual environment alongside the AFL, Cricket Australia and Supercars.

The results speak to the partnership: market share is up, the My 7-Eleven app has hit one million weekly users, and the loyalty program now boasts nearly four million members.

Adam Jacka, GM of Marketing at 7-Eleven Australia, said:

“Clemenger and PHD have continuously pushed us to challenge convention, sharpen our thinking and back ideas that can carry the brand for years to come. The work we have rolled out together in the past year is proof of what's possible when client and agency operate as one team. They've genuinely earned 'Game Changer of the Year'."

Kathryn Weatherlake, General Manager at PHD Melbourne, added:

“We’re incredibly proud of this partnership and the work it has enabled over the years. What began as close collaboration has grown into a deeply integrated way of working built on trust, shared ambition, and a commitment to pushing each other further. It’s this evolution that’s helped unlock bigger, more impactful ideas. For our team to be recognised in this way alongside Clemenger BBDO makes it all the more meaningful”

Thomas Penn, Managing Director at Clemenger BBDO, said:

“The entire team are enormously proud of our longstanding partnership with 7-Eleven and PHD, and the work that we have created to date. It’s a relationship build on collaboration, mutual respect and a desire to innovate, and we look forward to helping to drive the next phase of growth for this iconic brand.”