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SO – What’s New at Strategic Objectives?

Nov 26 2018

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SO – What's New at Strategic Objectives?

Canada’s Leading PR Agency welcomes new clients, enhances leadership team, and launches a brand-new website – www.strategicobjectives.com.

The future is bright for Toronto-based, top Canadian PR agency, Strategic Objectives. Founded in 1983 by partners Deborah Weinstein and Judy Lewis, Canada’s most award-winning PR firm is reinvigorated for the future with dynamic leadership, exciting new- and longstanding clients, and a brand-new website to tell its unique story.

Our 2018 calendar was chock full of innovative campaigns – ranging from launching a new car with a first-of-its-kind art installation, bringing an innovative new talent booking app to Canada, announcing the 2019 Colour of the Year, producing our 15th annual bathroom tissue fashion show for Breast Cancer, comprehensive beauty influencer programs, dispatching clean-up crews across Canada and many more social and experiential activations. We also renewed our commitment to being the agency of choice for outstanding communicators that make a difference through bold leadership and original strategic thinking.


We are very pleased to announce the promotion of Adriana Lurz to Senior Vice President. A natural leader and a 13-year veteran with the firm, Adriana is a PR powerhouse with extensive experience in consumer, lifestyle and corporate strategy development and implementation, specializing in issues/reputation management and crisis communications. Adriana’s background in magazine journalism informs her mission to make news and protect brands, agency-wide.


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Promotions to Senior Account Manager include Vanessa Powell, who champions social strategy, influencer campaigns and earned media strategies with beauty, CPG, food, retail, and not-for-profit clients; Shane McKenna, a design guru with a passion and expert eye for all things fashion, CPG and lifestyle; and Sybil Eastman with extensive corporate, fintech and regulated industry experience. To manage the increase in our foodie business, Account Manager, Jessica Cooney has joined the team.

Changing Perceptions of Agency Life

Strategic Objectives is proudly committed to the growth, education and wellbeing of our team. To support a strong work-life balance, we have implemented a flexible Work-from-Home program. While ensuring all business is well-managed, our PR team collaborates to integrate one day a week to work remotely. Strategic Objectives has also introduced a plan which provides employees additional paid free time to spend with family and to rest and rejuvenate over the holidays. These innovations come in addition to our existing PR (personal rejuvenation) Days, competitive vacation time, summer days, learning and social events and more.

The Company We Keep

In 2018 Strategic Objectives welcomed clients from the automotive, food, beauty, newly regulated industries, and not-for-profit sector. We also created new positions to expand our in-house capabilities for graphic development, professional videography, social media planning, strategy and execution, digital development, influencer marketing, and large-scale experiential activations.

A Brand-New Website

SO – to showcase the positive energy, excitement, innovation and excellence we offer, Strategic Objectives has launched a brand-new website. We invite you to check it out to learn more about our culture, our expertise and evolution as a centre of excellence for brand building PR and communications. www.strategicobjectives.com

About Strategic Objectives

Strategic Objectives is Canada’s most award-winning PR agency and a recognized leader in marketing and social public relations.

Headquartered in Toronto with a dedicated bilingual team and associates across Canada, Strategic Objectives taps the awesome power of PR to build, maintain and protect brands. Our mission is to make news, launch products, connect people, set trends, change minds, support causes, create effective social media and digital strategies, grow positive brand relationships, stage memorable events, and drive sales.

Strategic Objectives’ high-performance team is fueled by innovation, strategic collaboration and passion. We strive for excellence in everything we do. SO was named and earned IABC Toronto PR Agency of the Year 2017, 2015, 2014, 2012, 2011, and 2009. It has received global and national recognition. We are the only agency in Canada to ever receive the United Nations Grand Award for Outstanding Achievement in Public Relations.

Please contact us for further information on how we build brands, craft innovative PR strategies, and make positive news for our clients.

Judy Lewis and Deborah Weinstein are available for interviews.

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