Environics Communications Adopts New Proof Brand

Proof Experiences logo on pink and orange gradient background

Free For All Marketing sister agency becomes Proof Experiences

Environics Communications Inc. CEO Bruce MacLellan announced today the company is changing its name to Proof Inc.

“We chose Proof as our name because it speaks directly to what we do. We analyze and find insights, and then develop credible, measurable ways to reach and engage with audiences, with evaluation at every step,” said MacLellan.

Sister company Free for All Marketing Inc., which specializes in events and conferences, is also adopting the Proof name and will operate as Proof Experiences Inc.

“Combining our collective talent and services under one brand better tells our story in the marketplace. After decades in business, our companies and services have evolved.  This new name better reflects where we’re headed,” added Lisa Barrans, President of Proof Experiences.

Operationally, clients and partners can expect business as usual. Over 165 team members work from Proof offices in Montréal, Ottawa, Toronto, Vancouver and Washington, DC.

“There will be absolutely no changes to our teams or the high calibre of service they provide. We are excited to build a new brand. As independently owned agencies, we remain committed to all the good things we are known for, including an outstanding and positive workplace culture as well as the very best client service,” said MacLellan.

In Ottawa, the government relations team will operate as Proof Strategies. This name emphasizes their GR focus and approach to bringing government and businesses together in meaningful discussions.

Research has always been in the company DNA, and that isn’t changing thanks to an expanding digital toolkit that introduces even more ways to measure. The collaborative relationship with the growing Environics Research and Environics Analytics teams will continue where it can benefit clients, and all Toronto-based companies will remain co-located at 33 Bloor Street East. The three companies look forward to collaborating (non-exclusively, as they have in the past) where their combined services are required by shared clients.

“I’ve had the honour of knowing Michael Adams for almost 40 years and look forward to his continuing contributions to business and public policy discussions in Canada,” added MacLellan.

“Our teams are excited and look forward to the challenge of building a new brand. We have long been known as a great place to work, and that remains a defining feature. Our businesses are flexible and fast and ready to continue growing with both current and new clients,” said Barrans.

About Proof

With 275+ awards for client work and industry leadership, the independently owned Proof family of companies (Proof Inc., Proof Experiences Inc., Proof Strategies) have over 165 staff members in offices in Toronto, Montréal, Ottawa, Vancouver and Washington, DC. Annual fee income exceeded $30 million in 2017. As a brand steward to some of North America’s most respected and well-known companies, the firm’s strategic approach is guided by data-driven research, deep subject expertise, smart creative and meticulous measurement. Proof Inc. (formerly Environics Communications) was named IABC/Toronto’s Large Agency of the Year in both 2014 and 2015, ranking #6 on the Great Place to Work® 2016 list of Canada’s Best Workplaces for Women, and #13 overall. A corporate leader in the age of climate change, Proof Inc. has been carbon neutral since 2008. Proof collaborates with independently-owned WE Agency (formerly Waggener Edstrom), reaching more than 100 additional international markets.

About Proof Experiences

With offices in Toronto and Vancouver, Proof Experiences Inc. is a Canadian industry leader in experiential, event marketing and conference planning services.  Previously ranked one of the Top 500 Fastest Growing Companies in Canada by PROFIT, the team of 40 staff generated its highest revenue in its history at over $11 million in 2017.  Founded in 1999, Proof Experiences (formerly Free For All Marketing Inc.) specializes in insights-led, measurement-based and results-oriented brand experiences and is a member of the independently owned Proof family of companies.  Mary Beth Denomy is the current Chair and has been ranked as high as #16 on the PROFIT W100 Top Female Entrepreneurs.


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