7-Eleven International

Almost everyone knows 7-Eleven. Far fewer people know the same 7-Eleven. In Seoul it's one thing, in Copenhagen another, in Sydney and across the US something entirely different. Each market built its own relationship with the brand over decades, and each one is correct locally.
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That's a simultaneous asset and problem. A brand that means something different in every country is a brand that can't easily move as one. Global campaigns either flatten the local truth or fracture into a dozen regional versions of themselves, and neither outcome builds anything that compounds.
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In July of 2025, 7-Eleven International brought Aam in to close that gap. We worked as an embedded extension of their global team, supporting international marketing initiatives and reporting directly to senior leadership.

PILLAR ONE — RESEARCH THE MARKETS BEFORE WRITING THE CAMPAIGN
Before any creative direction, we conducted cultural research across the core regions: Korea, Europe, the US and Australia. Not a scan of competitor activity, but a read of what the brand actually occupies in daily life in each place, and where those meanings overlap. The overlap is where a global campaign becomes possible.
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PILLAR TWO — BUILD CAMPAIGNS THE FRANCHISES CAN SHARE
We strategized and built global social media campaigns designed to unite franchises worldwide under a single brand story. Influencer strategy, social strategy and content creation were developed together rather than handed between teams, so each campaign held one idea across every market running it.
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PILLAR THREE — PLAN PAST THE CAMPAIGN
A campaign is one year of a brand's life. We mapped 7-Eleven's 2027 marketing initiatives and continue to plan the global campaign slate, so the international function is working from a roadmap rather than a brief at a time.

GLOBAL CAMPAIGN STRATEGY
We strategized and built global social media campaigns designed to unite 7-Eleven franchises worldwide and close the gap in brand perception between international locations. Aam owned the strategy across influencer, social and content, building frameworks the markets could run without losing what makes each of them work.
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CULTURAL RESEARCH
We conducted regional cultural research across Korea, Europe, the US and Australia to understand how the brand is actually lived in each market. That research underpins every recommendation we make, which is what allows a single global idea to hold up in markets with very different relationships to the brand.
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PARTNERSHIP STRATEGY
We supported partnership strategy across the international business and projects built around 7-Eleven International's sustainability goals.
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MERCHANDISE DESIGN
We designed 7-Eleven's holiday merchandise collection, translating the brand into physical product people would actually choose to wear and carry.
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MARKETING PLANNING
Aam supported in planning 7-Eleven's 2027 marketing initiatives and continues to develop the global campaign slate, sequencing moments across regions.
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INTERNAL COMMUNICATIONS
We help design 7-Eleven International's internal communications and produce the materials that carry them, including video built with AI and animation.

STATS:
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4 regions researched: Korea, Europe, the US, Australia
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Global social campaign frameworks built for franchises worldwide
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2027 marketing initiatives planned
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Senior leadership the level the work is presented at


7-Eleven International gained a marketing function that sits inside the business rather than pitching to it. The work handed over includes a cultural read of four regions that outlives any one campaign, global social frameworks that give franchises a shared story to run, a partnership strategy covering licensee activations and sustainability projects, a designed holiday merchandise collection, a planned 2027 initiative slate, and an internal communications system with the video and animation to carry it.
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A brand operating in dozens of countries now has one place where the global picture is held, researched and planned.

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