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The retailer was looking for a partner to help them to build a new retail media network from the ground up, including:

  • Media planning & buying
  • Ad product development & monetization
  • Campaign development & vendor-facing sales packages
  • Sales & vendor engagement


After extensive diagnostics reviews and a capability gap analysis, The Mars Agency provided a recommendation and roadmap to commercialize their entire marketing ecosystem in addition to building the entire retail media network offering , including:

  • Creation of the Gulp Media Network branding & positioning
  • Monetization of their marketing tentpole calendar
  • Enablement of their MarTech infrastructure
  • Monetization of their research offering, called The Brainfreeze Collective
  • Creation and execution of a full-year PR marketing plan to drive awareness of this new offering

Progress To Date

  • We reviewed, audited and validated their 1P data – increasing their addressable audience by 38%.
  • Developed syndicated & custom audiences ensuring closed-loop attributable reporting measurement.
  • Expanded the Immediate Consumption Ecosystem tying together all elements of 7-11’s marketing ecosystem.
  • Delivered $2M+ in sales since launch in March 2023 – Engaging 40 vendors and completing 20 campaigns.
  • Recommended and implemented ad product roadmap (offsite, in-store radio, GSTV) monetization & commercialization.
  • Designed all creative assets and vendor guidelines for Gulp Media network & The Brainfreeze Collective
  • Developed a multi-touch attribution methodology and provided enhanced analytic offerings

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