On The Marc Media Reveals How We Made “6-7” Word of the Year

October 30, 2025Posted at 15:30h in Advertising, Marketing, Media Relations, On The Marc Media, Public Relations by Marc Silverstein

On The Marc Media is thrilled to announce that our client, the numbers 6-7, have officially been named the Oxford English Dictionary’s Word of the Year. (Shouldn’t that be Words of the Year?) Yes, you read that correctly—6-7. A number. Or numbers. Doesn’t matter which. What matters is we made it happen!

It wasn’t an easy campaign. When 6-7 first came to us, it was far from the polished, iconic number it is today. It arrived broken, downtrodden, and fresh off a stint in what turned out to be mob-run card games with very tall men in basketball shorts. Allegedly. 

“6-7 had been overlooked for too long,” agency founder Marc Silverstein explained. “I mean, everyone knows 69—but 6-7?!  Fortunately, On The Marc Media saw what the others didn’t: Just the right amount of sparkle. And we knew exactly how to make it shine bright.”

The Campaign: From Underdog to Cultural Icon

The team at On The Marc Media didn’t waste time. From the start, we set out to turn 6-7 into more than just numbers—it was going to be a movement. We launched the hashtag #6-7IsTheNewPurple, worked with influencers to “reclaim” it, and made sure it showed up in trending media moments. (The East Wing teardown? 6-7 was there. OK, not our best placement.) But slowly and surely, 6-7 went from an afterthought to something everybody was talking about. 

“We left it open-ended,” Silverstein explained. “We wanted to disrupt the narrative, create FOMO, and leverage cross-channel synergies. TBH, we don’t know what those terms mean either, but that didn’t stop 6-7, and it didn’t stop us.”

The Secret Sauce: Ambiguity, Perfected

The real magic? Nobody knows what 6-7 means. Not a clue. Not the school kids yelling it across classrooms, not their parents (who are probably asking Alexa what 6-7 means), and definitely not the folks at Oxford Dictionary who just awarded it Word of the Year. (Apparently, runner-up “demure” was too busy being demure). 

On The Marc Media gave 6-7 a blank canvas, letting everyone project their own ideas onto it. It wasn’t just  numbers—it was a riddle, wrapped in a mystery, inside an enigma. The more undefined it stayed, the more powerful it became.

“We didn’t just build hype; we built curiosity,” Silverstein said. “6-7 were numbers that couldn’t be explained, but they couldn’t be ignored.”

The more people tried to define it, the more they shared it. It became THE conversation.

So, What’s Next?

Now that 6-7 has secured its place in linguistic history, On The Marc Media is working hard to keep the momentum going.

“We just met with Jeff Bezos about rebranding his uniquely shaped rocketship,” Silverstein said. “6-7 taught us how to turn a PR newbie into a cultural phenomenon. Bezos’s rocket is basically our next big number. Katy Perry might be a bridge too far, but we’ll workshop it.”

And it doesn’t stop there.

“We’ve been hearing from a lot of people who need help,” Silverstein continued. “In fact, I have to get back to some woman named Karen who called our office asking for the manager. She’s got… ideas.”

About On The Marc Media

While On The Marc Media can neither confirm nor deny its role in turning  random numbers into a national obsession, we can say this: we know how to make people pay attention — and keep talking. We take unexpected ideas — the kind that make you laugh, argue, or stop scrolling — and turn them into stories everyone’s sharing. Because behind every joke is a real point: great PR doesn’t just get noticed, it gets remembered. And that’s what we do.

Disclaimer: The numbers “6-7” are not affiliated with any illegal activities or high-stakes card games. Any resemblance to actual events or people is purely coincidental.



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