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Strategic Objectives Named Agency of Record for Groupe Marcelle and KEEN Footwear

Toronto-based PR agency announces new partnerships with Beauty and Lifestyle Clients


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Strategic Objectives, Canada’s most award-winning PR agency, has been named Agency of Record for Public Relations and Influencer Marketing for Groupe Marcelle, the largest cosmetic manufacturer in Canada. Following a competitive review, the agency was selected to lead public relations and influencer strategies across the company’s portfolio of brands including Lise Watier, Marcelle, Annabelle Cosmetics, and CW Beggs & Sons.

Strategic Objectives has been a proud partner of Groupe Marcelle since 2017, working with the company’s internal social media team to build its social and digital presence in Canada. This new mandate expands the agency’s involvement to include public relations, product launches and seasonal brand previews.

“We are thrilled to deepen our relationship with Groupe Marcelle as its agency of record,” says Judy Lewis, Strategic Objectives co-founder and partner. “Our team has become integrally involved in Groupe Marcelle priorities and we look forward to continuing to increase awareness and working in a more integrated manner across PR and Social Media.”

“The team at Strategic Objectives is a creative, strategic partner of Groupe Marcelle that is focused on building our business,” says Stacie Keenan, Director, External Communications, PR and Social Media. “Their team provides outstanding leadership and innovative, thoughtful solutions and we are pleased to expand our relationship as we look ahead to an exciting year in 2020 and beyond.”

KEEN PR Footprint in Canada

Strategic Objectives has also been named Canadian Public Relations Agency of Record for Portland, Oregon-based KEEN Footwear. KEEN is a values-led, independently owned outdoor footwear brand with a mission to responsibly create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN has retained Strategic Objectives to manage national public relations and communications, supporting ongoing initiatives and new product launches.

“We are honoured to represent KEEN as its philosophy completely aligns with our belief that doing good is our responsibility and it is good for business,” says Lewis. “We, like most consumers, are highly motivated by purpose-driven companies, and KEEN is committed to top quality outdoor gear innovation and to contributing to a better world. We’re proud to have been selected as their Agency of Record and look forward to working together to advance this lifestyle brand.”

“We feel that Strategic Objectives’ record of award-winning CSR and brand programs makes them the ideal partner to communicate and share our brand values with Canadians,” says Tovah Laur, Brand Marketing Specialist for KEEN. “We’re excited to work with the Strategic Objectives team to share the KEEN story with Canadians from coast to coast.”

About Strategic Objectives

Headquartered in Toronto and co-founded by partners Deborah Weinstein and Judy Lewis, Strategic Objectives is Canada’s most award-winning PR agency, and regarded as one of the country’s most creative, innovative, passionate, and successful communications firms. Named Best Mid-Size PR Agency in the World at the IABC Gold Quill Awards 2019, as well as IABC/Toronto Agency of the Year 2019 for seven of the last 10 years, we create results-driven programs integrating PR, social media, digital, experiential and influencer marketing strategies that achieve outstanding measurable results. Global experts in social responsibility and cause-related marketing, we are the only Canadian communications company to ever receive the exclusive United Nations Grand Award for Outstanding Achievement in Public Relations, and the only all-Canadian agency to be named to the PR News Top Ten CSR (Corporate Social Responsibility) A-List.

Canada is our space. Our national, bilingual team includes an all-star roster of more than 30 top PR pros, strategists, storytellers, content creators, trend-spotters, trend-setters, designers, social media experts, video and graphic artists, digital developers and pop-culture junkies. We are obsessed with providing outstanding client service and doing things differently to deliver impactful, measurable results. Please visit us at http://www.strategicobjectives.com and follow us on Instagram and Twitter @SO_pr.

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