Updated April 27 at 9:27pm

Seven Swords executes on robust growth strategy

By Paul E. Kandarian
Contributing Writer
Creativity and key acquisitions of known brands are the reasons behind the rapid growth of the marketing company Seven Swords Media. More

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Seven Swords executes on robust growth strategy

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Creativity and key acquisitions of known brands are the reasons behind the rapid growth of the marketing company Seven Swords Media.

Alex and Ani, a Cranston-based jewelry maker, bought a majority interest in Seven Swords in the spring of 2012 when it was called MediaPeel, and the remaining shares by late in that year.

“Alex and Ani is Seven Swords Media’s largest account, so the growth of that is a direct contributor to Seven Swords’ growth,” said Giovanni Feroce, company president. Because of that name recognition, he added, Seven Swords has added to its powerhouse client list, including The Paper Store, the U.S. Navy, Rhode Island School of Design, The Smithsonian Institution and Bryant University.

Earlier this year, Alex and Ani also acquired Bella Consulting and Events, a marketing, public relations and event-production firm; and Animal, a Providence design studio and video agency. All of these moves have been integral parts in making Seven Swords take off quickly, Feroce said.

“We now have the capability to make presentations and compete for the largest accounts in New England and the United States, if we choose,” he said. “Companies are looking for that edge. How do they bust out? How does, say, the Smithsonian, reinvent itself and compete?

“We have the messaging, and our people are very creative,” he said. “And when you have an example like that of Alex and Ani, it is hard to ignore if you’re being pitched.” •

28~24, 2013FGICExport.pbn, seven swords media, alex and ani, mediapeel, Giovanni feroce

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