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World Values Day 2021 – our indispensable values

October 21, 2021

We often get asked what our company name means. Why SQN? What’s Sine Qua Non? How do you even pronounce it? Since the business was founded twenty years ago, we have sought to run it on the foundation of core values that genuinely mean something to us. These are the principles that make us who we are as an agency, and how we work with our wonderful clients.

Sine Qua Non, in its purest form, represents something that you cannot live without, an element or condition without which something is not possible. We term it ‘indispensable’. Our corporate culture and values are based on this premise, striving for excellence in everything we do to become indispensable to our clients.

On this World Values Day, it felt a poignant occasion to celebrate the values that gives SQN its unique character, and how we have reconnected with our founding principles at an exciting time of growth for the business.

We are a results-oriented business but one that places great merit in the human aspects of what we do. Our colleagues are given the opportunity to work on projects about which they are most passionate; we are firm believers that you get out what you put in – and will go the extra mile for the things that matter most in life.

Compromise is important in any relationship, and the same is true in the agency-client model. We like to think we add value to our clients, working as an extension of their in-house teams to create campaigns, content, and communications – as well as sponsorship packages – that generate a positive impact for their business. We try hard not to compromise our values as a result. Our clients can sense a level of motivation and dedication that transcends the purely business nature of the agreement between our two parties. 

The theme of World Values Day 2021 is ‘reconnecting’, and we’ve found this year particularly that brands are using sponsorship to reconnect with their target audiences. Sponsorship is a core activity at SQN that supports, provides context, and adds value across the entire tactical marketing mix. When done right, it can be a highly cost-effective activity for businesses of all sizes.  We have an expert understanding of how to deploy sponsorship at global, regional, and local levels as a tool for brand and business growth. We place huge importance on the power of partnerships.

Our overriding commitment is to excellence in the services we deliver, and our greatest source of pride is undoubtedly our clients’ satisfaction with the results obtained from our professional services.

Here’s a snapshot of some of them.

  • “The SQN team is passionate about the work it does, diligent about delivery and with very talented subject matter experts.”
  • “Everyone we worked with was deeply attached to the account. SQN brings an understanding of technical aspects of sport and our technology to create really innovative content.”
  • “SQN solved some immediate issues we had, but also brought fresh dimensions to how we tackled our F1 strategy, which added huge value.”
  • “There’s a real personal touch, and the length of service it has had with its clients is testament to the strength of its client relationships.”

Recently, we have put a firm focus on reconnecting with society and understanding how we can play our role in societal issues, our so-called purpose-led initiatives. Again, we put our colleagues at the heart of this process, to understand their passion points and cherished causes. We are committed to delivering on our purpose mission and leading by example – as we do with our partnership with Greenpower Education Trust.

We want to use World Values Day to reconnect with each other and with what matters most in our lives. If you’d to chat with us about our indispensable values and how they might apply to your business, we’d love to talk to you.



We are excited to announce that Sine Qua Non (SQN) has joined rEvolution, bringing SQN’s technology and communications prowess to rEvolution, the global, integrated sports marketing agency. Together, we will continue to grow as one team to deliver best-in-class integrated marketing services for our clients.

We put people first, challenge personal effectiveness, and act as change agents on a unified team. We share these values now and moving forward. In this next chapter we will scale our skillsets and expertise together to make an increasingly significant impact in the industry.

Please visit http://www.revolutionworld.com to learn more about rEvolution’s capabilities and culture.

This is an exciting time for everyone on our collective team, and we look forward to continuing our work with you.

John Rowady
CEO & Founder, rEvolution

Claire Ritchie
CEO & Founder, SQN

Chris Ritchie
Director & COO, SQN