A FRESH FACE

Last fall, Freshworks set a record. The agency was a winner in five Pro Award categories for its 7-Eleven “Simpsons Movie” Kwik-E-Mart campaign, the most accolades won by a single campaign in recent memory.

The agency — formed in 2005 specifically to work with one and only one client, 7-Eleven — consistently develops innovative campaigns, many with ties to the entertainment and gaming lifestyles enjoyed by 7-Eleven’s core customers.

Ideation for promotion gets underway as the two entities come together to understand the customer, both likes and dislikes. The search then begins for partner properties to meet those needs. For example, the Slurpee customer is a good fit with entertainment, gaming and movies. But for coffee customers, a different approach was taken last fall. Red Obama and Blue McCain coffee cups were printed so people could “vote” with their purchases.

“We are not risk-averse,” says Sandi Means, chief operating officer of Freshworks. “Even though in the end, perhaps, we’re lucky and the risk pays off.”

That doesn’t mean that everything goes off without a hitch.

A partnership with the NFL and Pepsi for “Madden NFL” posed a challenge in trying to please multiple partners.

“You have to have great negotiating skills to make sure all the partners are happy,” says Stephanie Hoppe, senior director of marketing for 7-Eleven. “It’s sort of like the United Nations. You all have to come to agreement, so it can take some time.”

Freshworks maintains a steady group of about 32 employees. It operates under a unique model, keeping four Omnicom sister agencies on retainer to step in at a moment’s notice: TPN, Integer, TracyLocke and SpotPlus. It was TracyLocke that branded the convenience store chain with the 7-Eleven name in 1946.

Means is the first point of contact with 7-Eleven and is the sole employee whose office is located at its headquarters in Dallas.

“There are no secrets between me and 7-Eleven,” she says.

In fact, that openness is what makes the relationship so successful.

“The partnership with the agency is critical for our business,” Hoppe says. “We consider them a business partner and an extension of 7-Eleven.”

“This model brings out the best in all agencies for a number of reasons,” Means adds. “There is a little bit of competitiveness, which keeps everybody on their toes in a friendly way. And 7-Eleven never has to settle with one agency. Every agency is stronger in one area and weaker in the other, and we can always play to those strengths.”

Critical to the success of the promotions is communication with the 5,700 stores the company operates and franchises in the U.S. That process includes planning meetings with sales marketing directors and national videoconference meetings with the franchisees.

“We can come up with the best idea, but if it’s not communicated and executed correctly, then it is all for naught,” Means says.

TOP CREATIVE

These 10 promotional agencies are ranked for attaining the most finalists and wins for best creative work presented at Promo’s 2008 Pro Awards and its 2009 Interactive Marketing Awards.