The7stars

The7stars is UK's largest independent media planning and buying agency. The agency provides media and advertising services to clients, including media planning and buying, creative strategy and content creation, partnerships, insight and analytics, and strategic services.

History
The7stars was launched in London in 2005 by Jenny Biggam, Mark Jarvis, and Colin Mils, along with a group of senior management from media agency Carat UK, who founded the organization to compete with independent media agencies. The agency takes its name from "The Seven Stars Pub," located in Central London. The funding for the agency came from private individuals rather than venture capitalists or a media network, making it the first planning agency to launch since Walker Media in 1997.

In September 2007, the7stars joined the IPA (Institute of Practitioners in Advertising), a professional organization for agencies in the UK.

The agency celebrated its 5th birthday in March 2010, surpassing £50 million in billings and growing its team to 38 people. The same year, Nick Maddison joined the7stars as the Head of Business Development, transitioning from his previous role at Gen Outdoor Media Intelligence. Julian Ireland also joined the7stars, coming from Target Media and i-Crossing, to head up Strategy and Digital at the agency.

the7stars marked its 10th anniversary in March 2015, generating £182 million in billings by the end of the year and growing its team to 130 (a 28% growth). The agency also relocated from its Soho office to Aldwych, being welcomed from Kinetic and Clear Channel.

In 2016, the7stars hosted the Go Bigger Fair, an event that brought together multiple media owners and featured various activities.

In 2017, Dom Blacklock was appointed as the Head of Data-Driven Strategy (previously Head of Campaign Management at Dentsu Aegis Network’s programmatic platform Amnet), followed by Julia Connaughton as Head of Digital (with 16 years of agency experience, joining from MEC, where she held the position of Digital Partner) and Chris Gilfoy as Strategy Director (previously Director of Strategy at WPP-owned agency SYZYGY) in September.

In January 2018, Simon Harwood, former Head of Creativity and Innovation at PHD UK, joined the7stars as the Head of Strategy. In the same year, Helen Rose was promoted from Head of Insight to Head of Data, Insight, and Analytics, leading the newly combined 20-strong data and insight team.

As the agency celebrated its 15th birthday in 2020, the7stars grew its workforce to over 200 employees, with billings reaching £270 million amid the COVID-19 pandemic.

The agency then partnered with Google to introduce the AV fluid planning approach, designed to unlock specialist YouTube marketing opportunities for clients, recognizing YouTube as a natural extension of AV activity.

In December 2021, Marc Bignell joined the7stars as the new Commercial Director, transitioning from his previous 20-year role as Worldwide Investment Chief (and EMEA Buying Director prior to that) at Omnicom.

In September 2022, the7stars organized their agency-wide Starcademy Festival retreat, held on Osea Island. This event brought the agency's employees together with Upping Your Elvis to exchange ideas and engage in professional development activities.

In 2023, the7stars welcomed Barty Mee as the new Head of Partnerships, transitioning from his former Business Director role at Drum for over six years. Additionally, the agency expanded its Strategy Team, nearly doubling its size with hires from Dentsu, Publicis, and WPP, further strengthening its strategic capabilities.

Services
In January 2010, the agency launched a joint venture media agency with Adam & Eve called Eden. This partnership, with Phones4u as the founding client, split a £10 million budget between the two agencies.

In June 2016, the7stars expanded its services by launching Bountiful Cow, a media agency led by Henry Daglish, the former managing director of Arena Media. Based near London’s Chancery Lane, the agency was launched as the7stars’ co-founder Jenny Biggam, "did not want the7stars itself to get too big".

In October 2019, the7stars established a tech and activation hub, appointing Pete Robins and Rhys Williams, co-founders of the digital agency Agenda21, to lead the initiative. This hub focused on boosting the agency’s tech capabilities, leveraging technology and data to launch new products and services for clients.

In July 2020, the7stars acquired the Alpha Century creative agency, with the team then rebranding as Supernova and serving as the agency's creative production house. Through this team, the agency then launched their Studio Supernova facility in February 2022, offering end-to-end creative solutions.

In September 2021, the7stars launched the adtech-led business acceleration consultancy, 13minutes, which was designed to close the gap between adtech and media investment.

In August 2022, the7stars partnered with InfoSum to launch Bridge, a privacy-first, fully addressable marketplace. This platform was initially offered to all of the agency’s clients (with Channel 4, Sky, and Global signing up to share their first-party data with the agency’s clients upon launching), giving clients access to a customer database that brought the biggest media, data, and technology partners in the UK together.

the7stars launched Prospero in April 2023. Powered by Hawk, Prospero aimed to address advertisers’ concerns about transparency by offering a fully transparent programmatic advertising platform that enabled advertisers to see across the entire programmatic ecosystem.

In September 2023, the7stars became the first full-service agency to receive the Google Creative Partner Accreditation, seeing the agency become a trusted supplier of Google creative services. The agency also became MRS Company Partners, underscoring the importance of research at the7stars.

In December 2023, the agency became Google Marketing Platform Certified Partners for Search Ads 360 in the United Kingdom, adding to their existing Google Premier Partner status across Google Ads.

Notable clients and campaigns
In 2006, the7stars won the £4 million media account for the soya-based food brand So Good, handling their first UK campaign. Additionally, the agency was appointed by Space NK to handle their £1 million media account for the luxury cosmetics retailer's first major UK advertising campaign.

the7stars then won Ministry of Sound's £7 million media account in 2007 after a competitive three-way pitch against MediaMix and Vizeum. The agency added independent record label Cooking Vinyl's media account in November 2008, managing all of the label’s media and digital, for the launch of The Prodigy’s new album, “Invaders Must Die”.

Throughout 2010, the7stars secured several clients, including Mentholatum, the Caribbean Tourist Office, and jointly won the Discovery Networks UK account with Naked Communications. Additionally, the7stars secured Missguided's £1 million media account, Robert Dyas, and the Blinkbox account, with advertising management handled by Big Al's Creative Emporium.

In February 2011, the7stars secured Warren Evans' £1.5 million media account, followed by Dune in May. The agency then secured the Signet account in July, which included H Samuel and Ernest Jones. In October, the7stars won Atlantic Records UK's £2 million media account, handling the label’s domestic and international releases and pre-Christmas albums from the likes of Bruno Mars, Ed Sheeran, Birdy, and more. The agency secured multiple accounts in November, including Sandals' £3.5 million media account without a pitch, Rethink Mental Illness, and Gala Coral's £3.3 million media account.

In April 2012, the7stars secured the Suzuki account, as well as the media account for Travel Counsellors, and the Komixx Entertainment £1.5 million media account, with plans to launch 'Toby's Travelling Circus' during Easter 2013.

In 2013, the agency added to its client portfolio with wins such as kitbag.com and The Good Whey Company's protein drink 'Upbeat.' They also won the media account for HMV, following the company's emergence from administration, and secured the multi-million-pound media account for the Payments Council to promote its new current account switching service. the7stars played a role in the UK launch of the TLC channel, positioning it as a top destination for TV holidays during the summer, and worked on the campaign for Avicii's chart-topping single 'Wake Me Up’. The agency also managed the media campaign for Daft Punk's 'Random Access Memories’ album, promoting the pre-order of the album using only traditional media, in keeping with the duo’s 70s disco disposition.

In 2014, the agency, operating under the name Eden in partnership with adam&eveDDB, won Save the Children's brand communications account for their Christmas campaign. The agency also won Gala Interactive’s £5.7 million media account, which came as a result of their work with the company’s sister company Coral Interactive.

The following year, in 2015, the7stars secured Iceland's £20 million media account, taking over from Mediacom North, who worked with the brand since 2006, and won the offline media account for Ancestry UK.

In 2016, the agency's growth continued with wins such as Nintendo UK and Bauer Media. They also secured the account for Urban Fresh Foods, the makers of Bear Nibbles, taking over the media planning and buying duties that were previously handled by the client in-house.

In 2017, the7stars won the media account for London Southend Airport, added Capital One to their roster, and secured Deliveroo's £10 million media account for the UK and Ireland.

In 2018, the agency added Associated British Food, consisting of well-known brands like Kingsmill, Silver Spoon, Ryvita, Jordans, Patak's, and Blue Dragon, to their client roster.

Throughout 2019, the7stars made an impact with campaigns such as Chiquita's award-winning "Best Bus Wrap" and Iceland's "thank you" ad to the nation's emergency service workers, which earned Newsworks' "Ad of the Day" accolade.

In 2020, the agency secured Vision Express' £12 million media account, winning the competitive pitch that predominantly took place over video conferencing.

In 2021, the7stars facilitated a partnership between Prostate Cancer UK and Sky Media, encouraging men and loved ones to join them in the fight against prostate cancer, leading to an extension of the collaboration later that year. They also added clients such as Samworth Brothers, N Brown, and Kopparberg, following the brand’s amicable split with Goodstuff.

In 2022, the7stars continued to expand its client roster, winning accounts such as AG Barr (taking over from incumbent PHD Manchester, which handled the company’s media since 2010), Kao, Bensons for Beds, Illva Saronno, Unboxed (through the Crown Commercial Service), Royal Mail, and Cunard’s £4.7 million combined media and creative account. Their work on campaigns for Sandals Resorts and H&M received industry recognition from Newsworks and Ad Age, whilst their controversial Iceland ‘No Palm Oil’ ad was voted one of the World’s Best Ads Ever by The Drum’s readers.

In 2023, the7stars secured the People's Postcode Lottery's £66 million media account. They also garnered praise for campaigns such as IRN-BRU's 'The Wire' ad, Vision Express' ad, and Fortnum & Mason's Coronation ad Furthermore, their work for Great Western Railway's "Five Get There First" campaign was celebrated as Campaign Magazine's 'Ad of the Day'.

In September 2023, the7stars added Princess Cruises to their roster following a competitive pitch, with a focus on driving demand for their next generation of cruise ships (Sun Princess and Star Princess). They also unveiled Fenwick's inaugural ad campaign across the UK, seeking to evolve the 140-year-old brand.

In October 2023, the agency partnered with TBWA\London to deliver Ginsters' biggest campaign to date, highlighting the locally sourced and high-quality ingredients used in the company's products. This was followed by the7stars launching Wagamama's first major campaign since 2021 (in partnership with The 119 Studio), which saw a TV spot that juxtaposed people open water swimming with restaurant-goers diving into bowls of steaming ramen. At the end of October, the agency's Fortnum & Mason Halloween ad was voted Newsworks' Ad of the Month.

In December 2023, the7stars' work on TSB's 'The elephant in the room' campaign was voted Marketing Week's Best Marketing Campaign of 2023 by Marketing Week readers.

The agency went on to add water bottle brand Air Up to their roster in February 2024, launching the German brand in the UK with a campaign spanning linear and broadcaster video on demand. The agency also secured Motorpoint's UK media planning and buying, being tasked with revamping their AV strategy and driving growth through a data-led approach. the7stars also expanded their partnership with McArthurGlen, now also managing their digital media planning and buying.

In April 2024, The Cotswold Company appointed the7stars as their creative and media agency, with Supernova (the agency's creative production studio) tasked with developing the company's branding and creative for a TV campaign scheduled for September 2024. Following this, the agency launched Hits Radio's first TV campaign starring presenters Sam Thompson, Fleur East, and Gemma Atkinson. Later that month, the7stars also launched Iceland's new TV campaign after a year-long hiatus, with a 30-second hero ad created by the agency's Supernova creative team and starring Josie Gibson.

In June 2024, the agency added both Freemans and Bella & Duke to their client roster. Following this, the7stars secured Oak Furnitureland's UK media buying and planning in July 2024.

Approach and philosophy
In November 2016, the agency received the Private Plums award from Marketing Services Financial Intelligence for the second consecutive year.

In February 2017, the7stars became the first media agency to adopt ISBA's tougher framework contract (along with its sister agency Bountiful Cow), demonstrating the agency's proactive approach to ensuring fair and transparent relationships with clients.

the7stars achieved official certification by the ABC with the Digital Trading Standards Group (DTSG) Brand Safety Seal in December 2018, and then became IAB Gold Standard Buyers in April 2019.

the7stars was awarded the IPA Effectiveness Accreditation in September 2021. This accreditation showcased the agency's ability to drive an effectiveness culture across seven criteria, including people, process, collaboration, challenging mentality, commercial literacy, achievement, and credibility. This accreditation was also retained in September 2023

the7stars then became one of JICMAIL's platinum partners in May 2022, reflecting the agency's expertise in planning, measuring, and evaluating mail campaigns with JICMAIL data.

Awards
In 2013, the7stars made its first appearance on The Sunday Times' Best Small Companies to Work For list, ranking No. 5 and becoming the only media agency featured.

In 2014, the7stars secured the third position on The Sunday Times' Best Small Companies to Work For list, and in 2015, it maintained its third-place ranking.

the7stars was awarded the "Best Use of Sponsorship or Content" at the Thinkbox Planning Awards in July 2014 for its work on Ministry of Sound's Marbella Sessions.

In 2015, the agency won the Best Mobile Campaign at The Drum Digital Trading Awards. The same year, the agency was named Media Week's Agency of the Year and Campaign's Media Agency of the Year.

In 2016, the7stars achieved a high ranking in The Sunday Times' Best Small Companies to Work For list and received a score of 9/9 in Campaign's School Report. The agency's radio team then won three awards at the Arqiva Commercial Radio Awards. the7stars' integrated sponsorship of Gumtree's Celebrity Big Brother earned them the Best Use of Sponsorship award at the Thinkbox TV Planning Awards.

The Iceland team's efforts were acknowledged with the Best Retail Campaign award at The Drum Social Buzz Awards. Additionally, the McArthurGlen team's collaboration secured them the Best Content Partnership award at the Newsworks Planning Awards.

In 2017, the agency was named one of the Top 20 companies by the Sunday Times for the fifth consecutive. The agency's performance was further celebrated in the Campaign School Reports, where it achieved a score of 8/9.

The agency's approach to media partnerships was acknowledged at the Festival of Media Awards, with the #SuzukiSaturdays campaign securing the title of Best Media Partnership. Additionally, the7stars received two Connie Awards for their work with Iceland.

At the Drum Digital Trading Awards, the7stars walked away with three awards, including the coveted Effective Media Agency award. The agency then secured five awards at the Media Week awards. Following this, the7stars was crowned Media Agency of the Year 2017 by Campaign Magazine.

In 2018, the7stars secured the second place in Campaign's Best Places to Work, underscoring its reputation as a top employer. After also earning a perfect score of 9/9 in the annual Campaign School Report, the agency rebranded as 'the9stars' for a day to celebrate the milestone.

At The Drum Digital Trading Awards, the7stars won seven awards. Their work in data activation, ad operations, and client services garnered them the coveted Grand Prix at The Wires 2018. The agency's commitment to research and innovation was also acknowledged at the MRG Awards, where they secured two awards, including Best Research Team and the Rising Star award for Michelle Milner,

In 2019, for the seventh consecutive year, the agency was featured on The Sunday Times' esteemed list of 100 Best Small Companies to Work For. The agency's growth was further acknowledged when it secured the 87th ranking on The Sunday Times' International Track 200.

Campaign also named the7stars as one of the Best Places to Work in the Large Companies category. Following this, the7stars received an 8/9 mark in the Campaign School Reports.

the7stars was also crowned Media Agency of the Year for the third consecutive year at The Drum Digital Advertising Awards Europe, with individual campaigns such as Twinings and ABF also receiving individual awards. The agency's partnership with Prostate Cancer UK earned them two awards at the Newsworks Planning Awards for their Boxing Day collaboration with Reach. Additionally, Gousto's innovative media consolidation efforts were recognized when they received the Google DV360 Award for 'Most Effective Media Consolidation via DV360.'

In 2020, the agency's partnership and sponsorship efforts were honoured with the Path-to-Purchase award at the WARC Media Awards in the category of Effective Channel Integration for their work on the Wagamama campaign. Founder and CEO of the7stars, Jenny Biggam, was also featured in the IPA's 2020 New Year Honours List.

The agency then entered The Sunday Times' Top 100 Best Companies to Work For list for the eighth consecutive year. Campaign also recognized the agency's commitment to employee satisfaction, naming the7stars as the Best Places to Work in 2020 in the Large Companies category. The agency also earned a 8/9 rating in the Campaign Magazine School Reports.

The agency celebrated with four wins at The Drum Digital Advertising Europe Awards for their collaborations with Gousto, Stormzy/Atlantic Records, GWR/The Trade Desk, and Papa John's. Wagamama's media strategy and idea, created in partnership with the7stars and Digital Cinema Media, also received the UK Media Strategy & Idea award at the 2020 Effie Awards.

In 2021, the7stars’ received a ‘Highly Commended’ result in The Drum Awards for Digital Advertising, as well as commendations in the Travel, Leisure & Sport category for their work with FreeNow and The Trade Desk, the Most Effective Use of Data category for their campaign with TSB, and the Best Buy-Side Innovation category for their collaboration with Suzuki and Playground XYZ.

The agency's partnership with Ancestry and The Times, in association with News UK, was highly commended in the Best News Brand Campaign category at the Newsworks Planning Awards. the7stars went on to secure second place, topping the media agency category, in the Large Agency section of Campaign's Best Places to Work 2021. Their achievements in cross-channel advertising were celebrated with a Gold award in the Cross-Channel 2021 category at Clear Channel’s Outdoor Media Awards for their Ancestry campaign, "The Blitz."

For the ninth consecutive year, the7stars was named one of Best Companies' Top 100 Companies to Work For in the Mid-Sized Companies category. Their work was further recognized with two Media Week Awards for their campaigns with Ancestry and Gousto. Following this, the agency won the Best Research Initiative award at the MRG Awards for the voices4all campaign in partnership with Vitreous. Additionally, their work with Gousto in the MMM category received a highly commended recognition in the Excellence in Effectiveness category.

In 2022, the7stars was crowned winners of Campaign's Best Places to Work (Large Companies) in 2022 for the 10th consecutive year. Following this, the agency's collaboration with Gousto and Spotify was honoured with the Chair Award at The Drum Awards for Digital Advertising.

Their work with Ancestry was recognized at the Marketing Society Awards, where the7stars received the 'Successful and Effective Partnerships' award. The agency was then acknowledged at the Thinkbox TV Planning Awards, where they won the 'Best Ongoing use of TV' award for their work with Gousto.

At the Media Week Awards, the7stars walked away with three awards, including Silver for Large Collaboration with Prostate Cancer UK, Bronze for Media Idea Launch with H&M, and Bronze for Econometrics with Warner Music Group. Their contributions in the field of media were also celebrated at the Magnetic Media UK Spotlight Awards, where the7stars was awarded with the prestigious Agency of the Year award.

The agency's "The Last Photo" campaign with CALM (Campaign Against Living Miserably) won Best OOH Campaign, Best Integrated Media Campaign, Best Experiential Campaign, Best Original Idea, Best Idea for a Purpose, and Best Campaign at the Campaign Big Awards. Additionally, their "Invisible Opponent" campaign for CALM won Best Charity Campaign at the same awards ceremony.

The collaboration between Gousto and Spotify, executed by the7stars, received the Best Collaboration award at the Digiday Marketing and Advertising Awards Europe. The CALM and ITV ad created by the7stars was then recognized as Campaign Magazine's No. 1 Outdoor Ad of 2022.

Jenny Biggam was celebrated as one of Campaign Magazine's Top 10 Media Suits of 2022. Following this, the TSB and Ozone campaign crafted by the7stars received the Best Contextual Campaign award at the Newsworks Awards. The agency's expertise in music marketing was recognized in Sandbox's Best Music Marketing Campaigns of 2022, with many of their music campaigns being featured.

In 2023, the7stars’ collaboration with CALM and ITV was honoured with an Immortal Award from Little Black Book. The agency was also recognized as Campaign's Agency of the Year in the Independent Media Agency category.

At the Campaign Media Awards, the7stars received two awards for their work with CALM and ITV. the7stars then secured the Best Places to Work (Large Companies) award from Campaign for the 11th consecutive year in 2023.

the7stars made their mark in The Sunday Times' Best Places to Work list for the first time, securing a spot in the Top Ten Big Organisations category. They also received top marks across various categories, including Reward and Recognition, Instilling Pride, Information Sharing, Empowerment, Wellbeing, and Job Satisfaction. Their work with H&M and Kinetic earned them the Bronze Brand Building award at the Clear Channel Outdoor Media Awards.

In July 2023, the7stars were awarded the Best Use of Search (Travel/Leisure PPC - Large) award at the Global Search Awards for their work with Avanti West Coast and Adthena.

In October 2023, the agency secured two awards at the Media Week Awards, including Gold for Small Collaboration (Under £250k) and Media Creativity (Under £250k), both for "The Last Photo" campaign with CALM and ITV.

In November 2023, the agency was named one of Best Companies' Top 25 Best Large Companies to Work For for the 11th consecutive year. This was followed by the agency winning the Inclusive Media Buying and Planning (Regional) award at the inaugural MEFA Diversity & Inclusion Awards for their KA 'Be the Noise' campaign. The agency also received the Best Tech Innovation in Research award at the Media Research Group Awards 2023 for their "Researching the Robot: A New Era for Market Research?" whitepaper, in collaboration with Differentology. Following this, the7stars was awarded the 'PPC for B2B' award for their work with Royal Mail at The Drum Awards for Search.

In December 2023, Jenny Biggam was named one of Campaign's Top 10 Media Suits for the second year in a row, with Michelle Sarpong also being named one of Campaign's Top 10 Media Buyers of 2023.

In March 2024, the agency secured the Media Agency of the Year award at the Adwanted Media Research awards. The agency went on to win two MUSE Awards (Gold in 'Brand Transformation/Repositioning' and Silver in 'Integrated Marketing Campaign' ) for their work on Ginsters' 'Taste The Effort' campaign.

In April 2024, the agency's work with Jacamo and LADbible Group on the 'No Average Jack' campaign earned them a Campaign Media Award in the Fashion & Beauty category.

Following this, the7stars was awarded with the IPA People First Promise Badge of Honour in May 2024 for their commitment to their staff's mental health and well-being. The agency went on to be recognised as one of The Sunday Times' Best Places to Work for the second year in a row.

In July 2024, the agency were awarded two awards at the Thinkbox TV Planning Awards, including the Grand Prix award and the Best TV Ad Planning award, both for their work with People's Postcode Lottery.

Corporate social responsibility
In August 2012, the7stars partnered with Art Against Knives (AAK) to raise awareness about knife crime. The agency opened its offices to display and sell artwork donated to the charity, volunteered time and skills for creative youth projects led by AAK and developed a placement/apprenticeship scheme for 16-24-year-olds in collaboration with AAK.

In February 2016, the agency pledged to #MakeTheLeap. This initiative, created by the IPA, Campaign, and Twitter, aimed to make a lasting difference in workplace diversity.

Following this, the7stars established the the7stars foundation in July 2016, with a mission to support the most challenged young people in the United Kingdom. This foundation focuses on assisting forgotten individuals aged 16 years and under who lack opportunities, aiming to help them achieve their potential. Through grant funding, the foundation prioritises support for those facing abuse, addiction, young caregiving responsibilities, and homelessness, addressing these urgent issues and making a meaningful impact in the lives of vulnerable youth.

In May 2018, the agency supported the "Where's Your Head At" campaign, which aimed to make it a legal requirement for every workplace or college to have a Mental Health First Aider. In June 2019, the7stars launched the7stars School Leaver Programme to identify and nurture young talent.

the7stars created Voices4All in August 2020. This movement, formed in collaboration with five other founding members, aimed to improve diversity and inclusion standards within research services. The agency also signed an open letter advocating for ethnicity and sexual orientation quotas to be a minimum requirement for all NatRep research samples.

In September 2020, the7stars joined The Land of Independents, contributing to an industry-wide campaign celebrating the success and benefits of independent agencies. The agency also joined the industry-wide open letter "#AdlandCommits / #ActionsNotWords" in September 2020, following the murder of George Floyd, to address racial inequalities and promote change.

Recognising the urgency of addressing climate change, the7stars joined Ad Net Zero, an industry-wide initiative, in November 2020.

the7stars continued its environmental efforts by supporting the IPA's Media Climate Charter in June 2021, which aims to assist media agencies in transitioning to a zero-carbon future. The agency also joined Advertising All-In, a campaign by the Ad Association, to promote inclusivity and create a better industry for all.

In May 2022, the7stars joined the Climate Change Manifesto initiated by the Conscious Advertising Network. The agency became a member of the Conscious Advertising Network in October 2022, aligning itself with the network's mission to promote responsible and conscious advertising practices.

Demonstrating its commitment to environmental sustainability, the7stars teamed up with Just One Tree in December 2022 to plant a tree for every £1 million in billings.

In February 2023, the7stars became one of the first agencies to receive Bloom's Mpower Accreditation for its outstanding menopause support at work.

In July 2023, the7stars gained the Good Business Charter accreditation, recognising their commitment to responsible business practices in 10 areas: real living wage, fairer hours and contracts, employee well-being, employee representation, diversity and inclusion, environmental responsibility, paying fair tax, commitment to customers, ethical sourcing, and prompt payment.