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    7-Eleven Names Mercury Mambo Hispanic Agency of Record

    Austin-based firm will build on success of the convenience chain’s pilot Hispanic marketing program.

    DALLAS -- Mercury Mambo has been named 7-Eleven’s agency partner to develop targeted consumer strategies, integrated marketing plans and relevant communications for the U.S. Hispanic consumer market, according to Rita Bagerhuff, the convenience chain’s vice president and chief marketing officer.

    Mercury Mambo’s "knowledge of the convenience store retail landscape coupled with its Hispanic shopper-marketing expertise will assist us in accelerating our efforts to better attract this important consumer segment that we have been serving for more than half a century," said Bagerhuff.

    Work for 7-Eleven will begin immediately. Mercury Mambo will build on the success of the company’s 2010 Hispanic Marketing pilot program which successfully improved Hispanic customer experience through better product assortment, community involvement, grassroots marketing, cultural awareness training and franchisee recruiting program, according to a presentation by 7-Eleven at the 2010 Hispanic Retail 360 Summit last August (www.hispanicretail360.com).

    Mercury Mambo will focus efforts on strengthening the 7-Eleven brand position among Hispanics through integrated grassroots marketing and promotional efforts.

    "7-Eleven is an innovative and exciting company that continues to place importance on building a relationship with the Hispanic community," said Becky Arreaga, Mercury Mambo president. "We will put our creative, retail and grassroots experience to work for the iconic brand with the goal of making 7-Eleven the convenience store of choice for U.S. Hispanics."

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