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 that has accelerated 7-Eleven’s growth as an industry disruptor through bold initiatives, breakthrough products and transformative solutions that drive long-term strategic growth.
The recognition highlights the integrated work of Clemenger BBDO and PHD, which has helped reframe the role convenience plays in Australians’ lives and lift perceptions of 7-Eleven’s food and beverage offer.
7-Eleven on the partnership
Fiona Hayes, Chief Executive Officer and Managing Director at 7-Eleven Australia, said Omnicom Oceania had delivered measurable commercial impact.
“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.”
Brand work drives cultural momentum
On the brand side, the partnership has included the launch of ‘Any time is 7-Eleven time’, a platform built around the moments Australians walk through 7-Eleven doors, because real life does not follow a 9-to-5 schedule.
That was followed by Japan’s Icons, which connected Japanese authenticity with Gen Z’s konbini obsession.
The work was built on last year’s Go Further with Mobil campaign.
PHD brings media firsts
PHD has supported the brand momentum with a series of first-to-market media partnerships.
A collaboration with JCDecaux integrated 7-Eleven’s sales data into programmatic out-of-home planning and optimisation, connecting media investment with real-time purchasing behaviour.
As a beta partner with Nova and Landmarks ID, PHD also worked on a planning tool that provides a unified, de-duplicated view of total audio audiences, designed to improve budget allocation across channels.
Most recently, PHD partnered with Livewire to secure 7-Eleven as the foundation brand partner within Kayo Sports’ Roblox stadium, placing the brand in an immersive virtual environment alongside the AFL, Cricket Australia and Supercars.
Commercial results
The partnership has contributed to market share growth, while the My 7-Eleven app has reached one million weekly users.
The loyalty program now has nearly four million members.
Adam Jacka, GM of Marketing at 7-Eleven Australia, said Clemenger BBDO and PHD had pushed the brand to challenge convention.
“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’.”
PHD and Clemenger BBDO on the win
Kathryn Weatherlake, General Manager at PHD Melbourne, said the award reflects the depth of the partnership.
“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 agency was proud of the long-running relationship.
“It’s a relationship built 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.”
Top image: Omnicom Oceania