Convenience store and petrol station 7-Eleven Australia has established an in-house agency, The Corner Shop, built to bring creative closer to the brand and the business, and to strengthen how 7-Eleven shows up across campaigns, content and customer communications.
Led by Hugh Miller, formerly global director of brand, creative and content at Movember, where he built their in-house creative studio, The Corner Shop brings together a new senior leadership team across creative, design and studio operations.
Miller is joined by creative lead Hana Okada, formerly of Kraft Heinz; design lead Stefan Elias, previously at Seeker and DDB; and operations lead Tom Walters, formerly of Movember and Keep Left.
Current creative agency of record Clemenger BBDO will continue to do the ‘tier one’ work
Hugh told trade press publication Little Black Book the initial model for The Corner Shop is to tackle “Tiers two, three, and four” work.
“Clemenger BBDO remains our strategic partner on what we refer to as ‘Tier one’ work – multi-year brand platforms, major integrated campaigns, and briefs that require the heaviest production lift and a fully integrated response,” he said.
“The Corner Shop is increasingly taking on Tiers two, three and four – from consideration campaigns and product stories through to retail marketing, social content, and higher-volume customer-facing work across channels.”
How this change will play out at Clemenger BBDO is unclear.
B&T has contacted Clemenger BBDO for comment.
To reveal the announcement The Corner Shop has launched its first major campaign work this month, a bold new platform for 7-Eleven’s coffee range that tackles outdated consumer perceptions about 7-Eleven coffee head on – ‘Expect Nothing. Get Everything.’
The campaign reframes 7-Eleven coffee as better than people might expect – on taste, quality, choice, value and convenience.
The campaign flexes across in-store POS, out-of-home and longer-form executions that open up the full breadth of 7-Eleven’s coffee range, from long blacks and strong lattes to oat milk flat whites and vanilla iced coffee.
“Building stronger in-house creative capability was a deliberate decision, and additive to the strength of our existing partnerships with Clemenger BBDO. For the different tiers of work, we are seeing enormous benefits of creative and strategy working as one with our marketing team, with the speed and accountability that comes from being inside the business,” said Adam Jacka, general manager of marketing at 7-Eleven Australia.
“The Corner Shop is the result of that thinking, and ‘Expect Nothing. Get Everything.’ is exactly the kind of work we knew we could make when those two things come together. It’s a campaign that’s honest, unexpected and genuinely reflective of what our coffee delivers, and part of the broader story demonstrating to Australians that 7-Eleven offers more than they imagined.”
Miller said the launch marks the official arrival of a capability already taking shape inside the business.
“The Corner Shop is built on the belief that boring is bad for business. Expect Nothing. Get Everything shows what’s possible when marketing and creative are working as one – close to the business, clear on the problem and ambitious about the work. We’re proud to have this as our first major campaign, and it sets the tone for what’s to come,” he said.
The campaign launched in May 2026 and will run across OOH, Radio, Social, and Digital Video, with media strategy led by PHD.
Key OOH media placements include Bolte Bridge – Melbourne, Parramatta Road – Sydney as well as Parramatta street poster domination. Other key media placements include 7am & The Imperfects podcasts.
Credits:
Agency: The Corner Shop, 7-Eleven In-House Agency
Head of In-House Agency: Hugh Miller
Creative Lead: Hana Okada
Producer: Elizabeth Campbell
Art Director: Lee Phillips
Senior Campaigns Manager: Kit Burgess
Head of Marketing Campaigns: Cam Lindley
General Manager, Marketing: Adam Jacka
Production: Clockwork Films
Managing Director: Jamie Cohen
Executive Producer: Aborah Buik
Directors: cowboys.
Senior Producer: Anouk Ratnawibhushana
Sound: Bang Bang Studios
Photographer: Benny Capp
Food stylist: Carmel Gohar
