January 5, 2022

What does it mean to be authentic?

Larry Futers
7 Communications
President & CEO

This question was floating around the real (and virtual) hallways of the 7 Communications office as we approached our 10-year anniversary last year. It’s a question we ask repeatedly in regard to our clients and their customers, but this time the inquisition was focused inward.

With an introspective state of mind, we began an exercise in early 2021 to recalibrate how we position our brand in the market. We wanted to cast a wide net with the data and feedback gathered, so we sent a survey to our client partners and suppliers to dig into what makes them continue to work with us.

We asked them what they enjoyed about our partnership, how we could improve, and prompted them to give us a few words that come to mind when they think of us. The results that came back served to reinforce our core values, with many respondents offering some of the exact terms seen in our former brand value statement: “passion, authenticity and having fun while doing whatever it takes.”

The company we keep is pinch-worthy, but at our core, 7 Communications is a humble agency. We don’t beat our chest much—something we should perhaps do a little more—but that doesn’t mean we aren’t proud.

Delivering excellence goes into everything we do and what we push our team to deliver consistently. Known for dotting the i’s and crossing the t’s and doing whatever it takes to get the job done well, we work to consistently build on that foundation with investments in new members to further elevate our thinking and deliver unparalleled creativity as we empower brands to be their very best.

With Canadian consumers receiving thousands of marketing messages a day and remembering just 7 by day’s end (source: Canadian Marketing Association), we have always been focused on creating communications that stand out. Because the truth of 7 Communications—and our authenticity—comes from partnering with clients that are bold and brave enough to stand out in a sea of sameness.

The survey also provided additional clarity that we remain committed to capitalize on our positioning as a luxury and lifestyle marketing agency—and that we want to build on it. To this end, it was decided that it was time for a new tagline. While “Focus. Invest. Become Famous” remained aligned with the spirit of our brand, it had lost some of its emotional lustre, and emotion is at the forefront of everything we do.

So we landed on a new tagline of “Exceptional ideas. Well-delivered.” It’s simple. It’s true. It’s something to achieve each and every day. We also redrafted our brand statement, redefining what we do and why we do it. It now reads:

7 Communications is a luxury and lifestyle marketing agency. United by the belief that it takes courage and relentless effort to stand out, we inspire our clients to ignite their brand’s promise.

Here’s to an amazing year ahead and standing out in your own authentic way.