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Boundary-pushing, passionate PR strategists

We help brands reimagine what it means to connect with consumers in an authentic, credible way.

We create inventive communications strategies that deliver honest-to-goodness, real-world results.

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Women Business Enterprise in Canada

Strategic Objectives is a proud women-owned business and Certified by the Women Business Enterprise in Canada (WBE Canada), a Canadian non-profit organization committed to the advancement and opportunities for Canadian women-owned businesses. Female entrepreneurs and recipients of the 2021 CPRS Entrepreneurial Leadership Award, our co-founders and partners, Judy Lewis and Deborah Weinstein, are committed to working across a variety of markets and sectors, while supporting women in business and helping to advance the success of our clients. Our agency is a champion for diversity, equity and inclusion and offers opportunity and mentorship to our team members, colleagues and diverse members of the public relations profession.

Your decision to collaborate with us highlights your company’s commitment to doing business with an agency aligned in Values, Vision and providing opportunities for women in business.

Our Approach

Newsworthy, shareable stories don't just happen

They're the culmination of years of experience, targeted strategy, and outside-the-box thinking (unless you happen to own a really photogenic cat)!

We approach every project with ferocious curiosity. We ask questions. We research. We uncover your greatest strengths and opportunities. Then we assemble the right team, chosen from our deep bench of talented communications specialists.

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We craft authentic stories and get them into the right hands

Gone are the days of pushing out one message on one channel. We develop creative strategies for telling multi-faceted, highly-targeted stories to your key audiences. From social media and influencer marketing to special events, experiential activations and mainstream media relations, we carefully choose the right mix to achieve your business objectives.

Learn more about our services

Our Team

Like kale salad in one hand and pizza in the other, we're all about balance

We're progressive and always accountable to the bottom line. Full of ideas, ready to listen, we're trend-spotters, trend-setters, pop culture geeks, envelope-pushers and Social PR world leaders – always ready for a challenge.
We roll up our sleeves and get things done.

Deborah Weinstein

Co-founder, Partner

Judy Lewis

Co-founder, Partner

Adriana Lurz

Senior Vice President

Victor Anastacio

Chief Financial Officer

Patti Diamond

Associate Account Director

Sarah Leone

Account Director

Vanessa Powell

Account Director

Riya Dhaliwal

Account Director

Karina Moskvitin

Senior Account Manager

Jordan Blumberg

Senior Account Manager

Sadie Weinstein

Account Manager

Linda Schuck

Senior Consultant

Laura Andrejicka

Senior Consultant

Alex Tushingham

Account Consultant

Emily Keen

Account Coordinator

Lauren Everest

Account Coordinator

Brave clients + bold work = hardware

We're Canada's most award-winning Social PR agency for a reason: our clients trust us to push boundaries and create newsworthy, leading-edge campaigns that change minds and drive results.

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United Nations Grand Award

Outstanding Achievement in Public Relations

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Clutch Global Leaders Award

Ranked 1st in the World 2020

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IABC Gold Quill

Best Mid-Size PR Agency in the World 2019

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IABC/Toronto

Toronto Agency of the Year 2021, 20, 19, 17, 15, 14, 12, 11, 09

Agency of the Year - PR Agency Communications - PR and Digital Marketing Agency - PR Agency Influencer Relations - PR Agency Media Relations - PR Agency New Product Launch - PR in Canada - Best PR Agency Canada - Best PR Agency Toronto
IABC/Toronto

Best of the Best Campaign of the Year, 2021

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IABC Gold Quill

Best of the Best Campaign

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PR News Top 10

CSR Agency A-List

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CPRS Toronto ACE Awards

4 x Agency of the Year

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IPRA Golden World Awards

Best Marketing, and Most Creative Campaigns

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Canadian Public Relations Society National

2021 Entrepreneurial Leadership Award

45 IABC Gold Quill Awards

Best Agency in the World and Best of the Best

150 IABC/Toronto OVATION Awards

9 time Toronto Agency of the Year

21 IPRA Golden World Awards

Most Creative, and Best Integrated Marketing, and Awards of Excellence in Media Relations, New Product Launch, and Corporate Social Responsibility (CSR)

18 IABC Canada Silver Leaf Awards

Excellence in Marketing, Community and Investor Relations, and Photography

85 CPRS Toronto ACE Awards

4 time Agency of the Year, 28 Campaigns of the Year, and two Best of Shows

We are #SOgrateful for these amazing honours!

High PRaise from our Clients and Community

  • Strategic Objectives has been monumental in expanding awareness of Benjamin Moore in the Canadian market, generating millions of annual impressions from coast-to-coast. In both English and French Canada, they secure meaningful stories in top publications through their strong relationships with key home and décor media and influencers.”

  • Strategic Objectives is a disciplined, robust team that’s supported by strong leadership. They communicate well and always go above and beyond to deliver what they promise... Strategic Objectives is a top-notch PR agency, and I have the utmost respect for their entire team. They are invested in our business, executing with excellence on all levels: strategy, implementation, reporting, and more.”

  • The team listens really well, and they’re pretty good of finding the balance of when to push back. When I think of some of the negative agency experience, I have, some vendors are rigid and act like they know better than the client, which isn’t the case with Strategic Objectives. They’re organized and committed to process and deadlines, too. Overall, the team is collaborative, innovative, and nimble.”

  • We chose to work with them because they are very, very knowledgeable in the sector and they have huge credibility with the Canadian media landscape and social influencers. They are known because they're so professional and proactive. They really know how to build influence or how to grow authority. They're super, doggedly determined to get the results that you want...They are deep thinkers, and they understand what’s going on in the world, our sector, and the PR industry. They are not going to implement something unless it will resonate and get results...That’s why we’re with them, and that’s why we love working with them.”

Work we're proud of

  • Pringles: DIPbate Newsjacking Extraordinaire

    How do you launch Pringles' new tortilla chips? By creating the Best Digital Campaign of the Year and newsjacking an election, of course. #PringlesDIPbate

    View details
  • Featured

    The Cashmere Collection: Fashion With Compassion

    How do you keep Cashmere’s annual CSR program fresh for more than 17 years? Be original, creative and caring, that’s how!

    View details
  • Oreo: 100th Birthday and Birthday Cake Cookies

    We wished Oreo a happy birthday with a multi award-winning, unforgettable event that made front-page news across Canada.

    View details
  • Building Lifestyle Media Relationships for Kia with The Power to Surprise

    Here's how we partnered with Kia Canada to stage unique and exclusive media previews prior to the Canadian Auto Shows

    View details

Pringles: DIPbate Newsjacking Extraordinaire

How do you launch Pringles' new tortilla chips? By creating the Best Digital Campaign of the Year and newsjacking an election, of course. #PringlesDIPbate

View details
Featured

The Cashmere Collection: Fashion With Compassion

How do you keep Cashmere’s annual CSR program fresh for more than 17 years? Be original, creative and caring, that’s how!

View details

Oreo: 100th Birthday and Birthday Cake Cookies

We wished Oreo a happy birthday with a multi award-winning, unforgettable event that made front-page news across Canada.

View details

Building Lifestyle Media Relationships for Kia with The Power to Surprise

Here's how we partnered with Kia Canada to stage unique and exclusive media previews prior to the Canadian Auto Shows

View details

We’re great listeners

Let's talk about your goals, your consumers, and how we'll connect the two.