Author: citizen

“Work hard, play hard” is a term heard often in work culture descriptions since the 20th century. But how has that evolved and what is meant by ‘play’ in today’s post-pandemic, hybrid work environment? In the fast-paced world of communications, a level of excellence, hard work, and successful outcomes is required, but employers and employees alike are looking for the workplace to have a sense of belonging, fulfillment, and connection. Juggling both can sometimes prove to be difficult, especially when appealing to employees across generations, spanning different interests, and coming from different backgrounds. 

Citizen President, Canada (Ontario & West), Jenn Duggan, shared how Citizen has been able to keep above average retention rates and engaged employees pre, during, and post pandemic with the members of the Canadian Public Relations Society and now she is sharing that success here. For helpful tips on retaining employees, building workplace connection, and creating a culture of belonging, download this guideline:

Download here: The Great Retention – Key Takeaways

The Challenge:

As a partner of the Taste of Iceland events in Toronto, Icelandair wanted to create a street level experiential program at Toronto Harbourfront Centre to promote the airlines’ flight routes from Toronto to various European destinations.

What We Did:

The Taste of Iceland is an annual Nordic-style festival hosted in various cities throughout North America. To engage festival goers during the Toronto edition, the Citizen Experiential team designed the Icelandair food truck experience, transporting attendees to Scandinavia by serving up curated Nordic dishes; from Icelandic hot dogs, to Swedish meatballs and apple danishes. Attendees queued up receiving selected food items representing one of the key Nordic destinations Icelandair flies to in Europe. Attendees then had the chance to “pick their seat” on an Icelandair flight, through an interactive digital seat map, for a chance to win vouchers and free trips for their next flight on Icelandair!

Last week, the PRWeek US Awards celebrated 25 years in the business, where Citizen Relations took home an Honorable Mention for their “I Buy My Own Batteries” campaign for Duracell. 

This year’s awards celebrated the trailblazers of the PR industry, along with campaigns that have made a mark in the last year. Citizen’s campaign for Duracell, in partnership with Vayner Media & EssenceMediacom, featuring reality star, Ariana Madix, won Honorable Mention in the Best Content category. The category awards honors strategic, creative and innovative content that drives business, bottom line and brand objectives. 

“Lightning in a bottle doesn’t strike often – but when it does, not only does it make some noise, but makes for some serious fun at work,” said Aly Sturm, SVP at Citizen Relations who led the campaign for the agency. “To see this work featured amongst such heavyweights truly is an honor.”

The campaign has also been recently shortlisted at the Innovation SABRE Awards and previously won the top prize at the Ragan PRDaily Media Relations Awards. 

Citizen continues their explosive growth path in 2024 by earning Top 10 spots on two prestigious Creative lists in Canada – the Institute of Canadian Agencies’ Creative Power List and Strategy Magazine’s Creative Report Card.

Ranked #8 on the Creative Power List, a 14 spot jump from the previous year, Citizen is now the #1 ranked PR agency across Canada. The list ranks agencies based on their performance in creative shows across the industry, including Cannes Lions, ADCC Awards, CLIOs, The One Show and D&AD – to name a few.

Citizen lept an impressive 17 spots to #8 on Strategy’s Creative Report Card, once again the top ranked PR agency across the country. Eleven individual Citizens also made the Report Card, with six in the Top 20, including Chief Creative Officer, Josh Budd, #11 on the CCO list, and Strategy SVP, Lindsay Page at #9 on the Planners list. Others in the Top 20 include:

• Shirley Xu Wang (#9) & Mike Lo Nam (#12) on the Art Directors list
• Marly Dichter (#13) & Abeer Verma (#18) on the Copywriters list

Other Citizens featured on the Report Card include Justina Elias & Gigi Rice (Copywriters), Malav Naik (Planner) and MyoNaing Illidge (Designer) for the second straight year. Our newest Citizen, Mark Mason (Executive Creative Director) was also featured on the Creative Director and Art Directors list. Included on the Brands list were two of Citizen’s clients:

• Elimin8Hate, for their ReclaimYourName.dic campaign that has won numerous industry accolades, including PRWeek Purpose Awards’ Most Purposeful Campaign
• Coast Capital, for their Talk Money To Me campaign, which took home a Silver & Bronze award at the CMA’s and was most recently shortlisted at the PRovoke Innovation SABRE Awards 

“Love to see our agency and our teammates’ names up among the absolute best in the business, Canada or otherwise,” said CCO Budd. “We’ve been hard at work at the agency elevating our product and while things like this aren’t the be all and end all, we appreciate the acknowledgment as evidence the industry is taking notice.”

Citizen’s position as top PR agency on both lists is an outcome of a stellar 2023  – the first full year after a 2022 agency rebrand. Along with being named Strategy’s PR Agency of the Year and wins at Cannes, The One Show, the LIA’s and the Webby Awards, Citizen most recently took home the most hardware at Strategy’s Atomic Awards, with 16 wins that included Public Service Grand Prix, in addition to being shortlisted for Campaign’s North American Agency of the Year. At the 2024 Innovation SABRE Awards Citizen is currently shortlisted for Disruptive Agency of the Year alongside 13 shortlists for client work and a spot on the Creative Individual of the Year shortlist for CCO Budd.

Earlier this year Citizen bolstered its creative leadership team with the addition of industry heavyweights Mark Mason as Executive Creative Director, Canada, and Vanessa Birze as VP, Production. This expansion of the creative leadership team reflects the vision CEO Nick Cowling has set for the agency as a modern PR agency, built to help clients achieve stronger, stickier, life long conversations with their most important audiences.

Strategy Magazine’s Atomic Awards 2024 were held in Toronto, Canada, last night where Citizen Relations took home 16 award wins, including the Public Service Grand Prix for ReclaimYourName.dic. The Atomic Awards celebrate breakthrough achievements and status quo disruptors in advertising, media creativity, technology and content across Canada.

In partnership with Elimin8Hate, a Vancouver-based non-profit combating Asian hate, Citizen created a dictionary plug-in of 8,000 Asian names. The plug-in, which has been incorporated by Microsoft, removes the red underline under non-Anglicized names that mark them as ‘incorrect.’ The ReclaimYourName.dic campaign has gone on to receive accolades at the Webby Awards, Cannes Lions, PRWeek Purpose Awards, the LIA’s, amongst others, and was featured on Fast Company’s World Changing Ideas list. Along with the Public Service Grand Prix award, ReclaimYourName.dic also took home 3 Golds and 4 Silvers for:

• Atomic IP – Gold
• Atomic Diversity – Gold
• Atomic Tech – Gold
• Atomic ROI – Silver
• Niche Targeting – Silver
• Atomic PR – Silver
• Atomic Idea – Silver

“It’s incredibly encouraging to see inclusivity be acknowledged at the highest level by our industry,” said Citizen’s Creative Director, Abeer Verma. “The recognition reflects the impact the work continues to have in the real world.”

The agency’s Cheetle in Cheadle campaign, for PepsiCo Canada, has been making waves at industry shows such as Cannes Lions and the Canadian Marketing Awards, and even took home Strategy’s PR Campaign of the Year. Last night was no different as the campaign won 4 Gold, 2 Silvers and a Bronze award for:

• Atomic Social – Gold
• Atomic PR – Gold
• Atomic Engagement – Gold
• Best Print/Out-of-Home – Gold
• Best Digital Engagement – Silver
• Best Experiential Engagement – Silver
• Atomic Idea – Bronze

To round off the wins, Citizen’s Asshole Activists campaign for TUSHY also took home a Gold award for Atomic Sustainability. The campaign encourages consumers to consider TUSHY’s bidet for their bathrooms in a ‘cheeky’ way.

Following another momentous year of double-digit growth, global communications agency Citizen Relations has hired Mark Mason as Executive Creative Director, Canada, and Vanessa Birze as Vice President, Production. Both Mason and Birze will be based out of the agency’s Toronto office, joining the creative & strategy team led by Chief Creative Officer, Josh Budd.

A 2022 rebrand for the agency set the stage for a record-breaking year at Citizen. Along with being named Strategy’s PR Agency of the Year and wins at Cannes, The One Show, the LIA’s and the Webby Awards, to name a few, Citizen was most recently shortlisted for Disruptive Agency of the Year at the 2024 Innovation SABRE Awards. The wins from the past year just earned Citizen a top ten spot on the Institute of Canadian Agencies’ Creative Power List 2024, the highest ranked PR firm amongst creative heavyweights. This expansion of the creative leadership team reflects the vision CEO Nick Cowling has set for the agency as a modern PR firm and global leader, built to help clients achieve stronger, stickier, life long conversations with their most important audiences.

“This is big news for us at Citizen and a signal of the value we place on earned-first creative excellence as a differentiator for the agency,” said Budd. “Vanessa and Mark both exhibit the right mindset and energy to integrate quickly and seamlessly into the team – and I expect their value will be immediately felt.”

Mason, most recently ECD at Grey Canada, is an award-winning creative leader whose  work has been internationally recognized at Cannes, The One Show, Webby Awards and more. He brings 20+ years of creative experience and will serve as the dedicated creative leader for the agency’s Canadian clients. 

“Citizen is rich with talented, passionate people and I am thrilled to join an agency that truly believes in collaboration and the power of storytelling,” Mason comments.

Birze is a seasoned producer with experience with some of the biggest brands in North America, such as Uber, Nissan Canada and Molson Coors, one of Citizen’s current Canadian clients. She comes to Citizen from Ogilvy Canada, where she was the Executive Producer for TD Bank, and will be working closely with Citizen’s existing Experiential team.

“I find the opportunity to help the agency hone their in-house production capabilities and work with the broader North American team incredibly motivating,” she said about her decision to join the agency. “It’s a great time to be joining Citizen, you can feel the momentum and energy and I’m excited to be a part of it.”

Citizen’s 2023 Canadian campaigns ReclaimYourName.dic with Elimin8Hate and Cheetle in Cheadle for PepsiCo Canada dominated the industry last year, with Best in Show recognition at the Marketing and PRWeek Purpose Awards and a spot on Fast Company’s list of World Changing Ideas.  The agency added a tenth office in Cincinnati last year in addition to earning a spot on PRWeek’s Best Places to work list for the second straight year. 

In the age of rapid technological innovation, our ability to connect goes far beyond the physical realm. However, I feel like a strong majority of companies lean completely into digital connection channels, preventing them from creating a balanced and more meaningful connection with the audiences they care about. Physical experiences and connections are highly desired across all generations and audiences segments today –  making them paramount if you actually want to align with these important groups. In fact, according to a study we did at Citizen late last year, a staggering 78% still prefer face-to-face interaction, reminding us that the human touch remains irreplaceable and sadly more than 50% felt like they had less IRL social connection than years prior.

What might be expected, specifically among younger generations, is that digital interaction is becoming an increasingly preferred avenue for social connection. It’s easy, and has become a much safer way to express yourself (or the persona you want to express) from behind a screen.  As we navigate the complexities of the Digital Age, the infusion of innovative technology into our communication practices is as crucial as the need to allow our audiences to participate in the intersection of culture and technology. But moreover, we have a huge opportunity in front of us  – as brands, as individuals, as communicators, we need to leverage a new wave of strategies to bridge the gap in social engagement and address the epidemic of loneliness. Let’s harness the spirit of innovation and apply it to how we interact, engage, and ultimately support each other – in the digital AND physical spaces. Digital connection is important – particularly to find niche communities that share specific interests. But, as humans, we desperately need the IRL connections and conversation. The balance is an investment in the life long conversations and connections you want to create with your key audiences, but it’s also an investment in societal resilience.

With the rise of AI,  new social media channels, talk of gen alpha, and the changing use of X, we’re seeing constant evolution in the digital landscape. With such rapid change, it can be hard for marketers to distill what’s coming up next and how to adapt brand plans. 

Global communications agency Citizen Relations’ dComm3 team is ever immersed in the world of digital transformation and they’re sharing what they’re currently watching to help – they include: 

1) A Rediscovery Of The Middle

After decades of investing in big, top of funnel brand acts, brand equity campaigns and splashy product launches–the last five years of marketing has focused on laser-targeted, bottom-funnel marketing and personalization. But brands have forgotten about the middle. That part of the funnel where customers are nurtured, valued, where we put effort into building consideration through search, content and new audience building. Where we make sure our dollars spent on brand acts aren’t wasted, because we have an amazing brand intimacy journey that greets humans and keeps them in our brand envelope.

2) The Spotlight Shift From Authenticity To Utility

Early days of social media turned advertising from brands talking at their customers to brands talking with their customers. Now, with advancing digital technologies and ease of content and digital experience creations, there is a growing expectation from customers that brands do even more to gain their preference. In 2024, brands will need to deliver real utility to consumers, in relevant ways that aid the lifestyle of the individual. This added value will work to differentiate brands from the onslaught of content available every time an app  or browser is opened.

3) The Next Phase Of Social Search

TikTok is setting the standard for social search at the moment, with keywords in both captions and comments being searchable. Gone are the days where the only way to discover content was via a hashtag. With platforms like Google already delivering snippets of YouTube video content as search results, we could see formalized partnerships between social channels and search engines in 2024.

4) The Human Layer Of AI

Platforms and applications leveraging AI are proliferating, revolutionizing how digital content is produced. However, this technological advancement is not a standalone solution but part of a broader “solution stack.” A lot of people think AI is just a commodity where you integrate and automate some models and you’re good to go. But no—there needs to be a full alignment of people, processes and technology for the operationalization of content to be successful.

5) The Rise Of Niche Community Creators

Brands are recognizing the pivotal role of niche creators, and AI-generated content is no longer just a futuristic concept—it’s happening now. In 2024, one thing becomes crystal clear: brands will increasingly need niche creators and a fresh sense of originality to stand out. The days of obsessing over follower counts are on the decline. Instead, credibility and relatability within niche communities will be a must for brands.

For more information on Citizen’s digital services and dComm3 read here.

As Valentine’s Day approaches, the landscape of modern dating takes on a nuanced hue. Traditionally a day filled with romantic surprises and declarations of love, this year’s Valentine’s Day seems to be viewed through a different lens. 

Unlike previous years where Valentine’s Day may have been marked by grand gestures and elaborate plans, many individuals are approaching it with a newfound sense of simplicity in 2024. The emphasis seems to be less on extravagant displays of affection and more on real interactions, whether romantic or platonic. In a world where meaningful interactions are increasingly valued and the crisis of connection holds firm, undivided attention and thoughtfulness are prized above all else.

As for Generation Z, the cohort renowned for its digital savvy and penchant for keeping it real, their approach to Valentine’s Day reflects their broader attitude towards relationships. While some may embrace the traditional aspects of the holiday, others may eschew it in favor of more unconventional expressions of love and appreciation. For Gen Z, authenticity reigns supreme, and Valentine’s Day is no exception.

Against this backdrop, Tinder’s latest campaign, ‘It Starts With A Swipe,’ takes on added significance. In their campaign, Tinder is challenging the assumption that they only facilitate surface-level connections by showcasing a broader approach to modern dating. Launched on Dating Sunday, the busiest time of the year in online dating, the campaign focuses on the different ways Gen-Z builds connections through small but formative moments. 

The creative messaging and visuals employed by Tinder in this campaign underscore the idea that each swipe has the potential to initiate a meaningful match. By shifting the focus from mere visual assessments to a more comprehensive understanding of individuals, Tinder seeks to break down barriers and cultivate deeper connections among users.

Tinder isn’t the only dating app that’s tackling the crisis of connection we’re facing globally, one that’s perhaps felt the most in modern dating. Last year, Hinge partnered with the Foundation for Social Connection, an organization that works on fostering social connection in society, to release a Distraction-Free Dating Guide aimed at promoting dating with intentionality.

Encouraging users to engage in genuine conversations, the guide steers them away from superficial interactions, creating an environment conducive to creating deeper ties. By prioritizing thoughtful communication, Hinge aims to make the dating experience more meaningful and fulfilling for its users.

As we celebrate Valentine’s Day in this evolving landscape of modern romance, it’s clear that the quest for meaningful relationships remains paramount. Whether swiping on Tinder or engaging in distraction-free conversations on Hinge, today’s daters are navigating the complexities of love and connection with a renewed sense of purpose.

I quickly became my dad’s favorite person to brag about because of who I worked with in the NFL. Whether it was top players from the LA Rams, Tennessee Titans, San Francisco 49ers or Dallas Cowboys, and so many more. My love for sports PR began early in my career. It was unexpected, exciting and something completely out of my comfort zone. Fresh out of college, I began working with household name brands that partnered with NFL athletes year-round and I immediately fell in love with the gig.

Over the past six-plus years, I have enjoyed working in sports. But, honestly, I find myself one of the few women in the industry—let alone brown skinned. We don’t hear or even see enough stories about BIPOC women working in sports PR, which is known to be overwhelmingly male and white. Earlier in my career, I felt discouraged and didn’t quite understand how the majority of the players in the league are Black/African-Americans (57%) yet there were so few of us representing them.  

Today, I see it as an opportunity.

I first realized the power and indispensable perspective I bring to this space when I worked on a campaign for a multicultural hair care brand at another PR agency. We were considering a Black/African-American athlete as our spokesperson for the campaign and my white colleague listed his “good hair” as one of the reasons why we should work with him. 

While these two words — “good hair” — may seem innocent to some, the connotation of “good hair” goes far back in the Black/African-American community. “Good hair” stems from Eurocentric beauty standards, dictating coily, coarse hair as unattractive and inferior to “good hair” which is more similar to European features characterized by straighter hair, implying beauty and acceptance. This damaging mentality of “good hair” has been passed down for generations and it still influences many people’s perceptions of natural Black/African-American hair today. 

I didn’t expect my white colleague to know the sensitivity around “good hair” and knew she was genuinely complimenting the athlete. She didn’t know because she didn’t have to know, it wasn’t part of her world. But it was deeply rooted in mine. It was then, I saw the power and necessity of having diverse voices in the room. 

Thanks to the CROWN act we can now proudly and unapologetically wear our natural coils and curls in the workplace without the fear of discrimination. The CROWN Act, which stands for “Creating a Respectful and Open World for Natural hair,” is a law that prohibits race-based hair discrimination, which is the denial of employment and educational opportunities because of hair texture or protective hairstyles including braids, locs, twists or bantu knots. This law has been passed in 24 states with only 26 more states to go! 

While hair may not seem like a big deal on why representation matters in the sports and entertainment industry, it is. In the Black/African-American community, we refer to our hair as our crown — an extension of identity and expression of who we are. Solange said it best in her song Don’t Touch My Hair with the phrase, “It’s the feelings I wear.” Our hair is our glory. So, when working with Black/African-American talent, it can also be a sensitive discussion on how their hair should be for media interviews, production shoots, etc. 

Hair is deeply rooted in our culture and it makes it seamless when I’m chatting with Black/African-American talent about theirs. I am able to not only relate but create a safe space for them to feel comfortable to share their hair concerns with me. Together, we’re able to find a solution that allows them to show up as they are while remaining true to their authentic selves.

Look, as a Black/African-American woman in corporate America, I get it. I find myself being off camera during virtual meetings most days, simply because I didn’t deep condition my hair the night before or have time to lay down my baby hairs (if you know, you know!) before I hopped on an early morning call. 

Whether my hair is straightened or in its natural curly state. I belong. 

In the words of India Arie, “I [we] are not our hair!’ Join the movement and sign the CROWN petition today!