Vol. I · No. 1 · Taipei EditionThursday, 14 May 2026 · 2026-W20Last ingest 3d ago · 4/4 feeds

Agency Intel / TW

“Truth · Timing · Tradecraft” — the WPP Media Taiwan review-readiness desk
Dashboard · Roster · Retail · President Chain Store (7-Eleven Taiwan)
№ 14 · The President Chain Store (7-Eleven Taiwan) dossier

President Chain Store (7-Eleven Taiwan)

統一超商 · TWSE 2912 · est. spend ~NT$1.5B/yr
Parent: Uni-President Group
Readiness
60
Greenfield
Capped at 95. High confidence — high-confidence research.
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Conservative, retail-data-led, increasingly publisher-minded. PCSC has shifted from being a classic CPG-style advertiser to operating its own retail media network (RMN) via PRESCO — selling rather than just buying media. Brand work is anchored by 18-year continuous City Café celebrity platform (Gwei Lun-mei) and IP/CSR initiatives (themed stores, GOOD STORE, 幾點了咖啡館). In-house and owned-channel muscle (OPENPOINT app, Threads, 7-ELEVEN社群) is strong. Project-based agency engagements are the norm; no public master AOR. Loyalty/subscription (OPEN!PRIMA) is the 2025 strategic flagship. Carrefour integration unresolved at marketing-org level. Likely buyer of: martech build, retail-media tech, programmatic DOOH partners, IP licensing/production, integrated through-the-line creative on a project basis.

Signal timeline · last 90 days
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The arithmetic of 60
score breakdown
Intel depth (6 wedges · leadership change, M&A, rebrand)research_depth+60
Total · capped 9560
30-day signal trajectory
0 signals · ~NT$1.5B
Intel wedges
6/8
6 of 8 wedges corroborated. Research confidence: Medium. High confidence on: ownership/group structure, 2024 Brain award wins, City Café 2009 Ogilvy win, OPENPOINT 19M members, PRIMA launch, Carrefour 2023 close, 郭慶峰 June 2025 promotion, RMN/PRESCO strategy. Low confidence on: current (2024/2025) creative AOR for City Café and master brand, identity of the incoming PCSC marketing AVP, total annual ad-spend figure, internal vs external split for OPENPOINT comms..
Open playbook →
Recommended posture
Watch closely.
RMN/Retail-Media transformation: WPP (GroupM/Choreograph/Mindshare/Wavemaker) could position as the agency-side counterpart to PRESCO's publisher-side build — help brands transact against 7-ELEVEN's RMN, and help PCSC sell it to global advertisers via WPP's global brand relationships.