7-Eleven Inc., the store chain, has tapped Austin-based Mercury Mambo as its Hispanic marketing agency of record for the Dallas-based firm and its 8,300 stores in North America.

Liz Arreaga, founding partner of Mercury Mambo said they will create an integrated marketing campaign to help make the iconic brand " the convenience store of choice" for U.S. Hispanics.

Mercury Mambo will be the only agency working on Hispanic marketing issues for the chain in North America, though not globally, where 7-Eleven operates, franchises or licenses nearly 39,900 stores in 16 countries. Their goal is to come up with recommendations for an integrated marketing plan by late February and then carry it out. For now, the agency is educating itself on all aspects of 7-Eleven, from inside operations to past marketing efforts.

In its 7-Eleven efforts, the Arreagas said their firm will focus on strengthening the brand among Hispanics through grass-roots marketing and promotional efforts.

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