Author: citizen

New York, N.Y. (November 6, 2023): Today, Citizen launches its inaugural Connections Report – the company’s deep dive into social connection today.

Over the past few years, a crisis of connection has become evident around the world. This year, the US Surgeon General announced the “epidemic of loneliness” to be more fatal than smoking or obesity. The UK’s Minister of Loneliness – a position created in 2018 – has called this crisis “one of the greatest public health challenges today.” And in Canada, Mount Sinai Hospital cites 45,000 deaths a year to loneliness.

“As an agency with a mission to make every conversation count, we see conversation as a catalyst for connection. The Marketing Communications industry is uniquely positioned to combat the connection crisis – but first we have to understand what’s driving it”, says Nick Cowling, Global CEO of Citizen Relations.

Citizen got curious about what social connection looks like today – what has changed in the last few years? How do people choose to connect – and with who? In June 2023, the agency surveyed over 3000 respondents from across North America and the UK to find out. The data revealed that while people almost universally desire more connection than they’re getting today – they’re held back. This “Connection Deficit,” as Citizen calls it,  is driven by a multitude of factors, mainly:

1. We’ve deliberately shrunk our social circles
2. It’s not about online vs. offline – we need both 
3. Mental health is the biggest barrier

Citizen’s Connections Report reveals the way people connect with each other, with themselves and with society – and the new mandate for brands to tackle social connection today.

Click here to learn more and read the full report.

It was a historic night for Citizen at Strategy Magazine’s 2023 Agency of the Year Gala in Toronto.

Known as Canada’s most prestigious awards show, the AOY Awards celebrates the best of the best in excellence, creativity, and impact across creative, digital, PR, media and design agencies. Citizen took home Gold for the PR Agency of the Year from the field of 11 shortlisted agencies, and paired the agency of the year accolade with one for PR Campaign of the year for their work with PepsiCo Canada,  “Cheetle in Cheadle”.

“It has been an all around incredible year for Citizen and these awards are a reflection of all the passion and talent our teams and clients bring to the work every single day,” said Jenn Duggan, President of Canada (Ontario & West) at Citizen. “These wins just fuel us to keep the momentum going.”

These coveted wins come after an action-packed year of international accolades for Canadian work with wins from such award shows as The Clios, Webbys, The One Show, LIAs, PRWeek Global and the Cannes International Festival of Creativity.

Earlier this year, Citizen Relations announced their first annual value awards, The Mods, celebrating Citizens who live by the company’s three values:

1. Set The Standard
2. Champion Equity
3. Do What’s Right

Off the back of the company’s rebrand a year ago, Citizen’s focus was to build a global community embodying the values of the modern Citizen. With offices across the globe, it was important to celebrate the Citizens who bring these values to life, not just by talking the talk but by walking the walk. Those who truly live and breathe these values – in their work and with their peers – were nominated by their fellow Citizens, who then shortlisted and scored by a judging committee to land on four winners for 2023. Each winner wins the coveted prize of a trip to a Citizen office of their choosing.

Let’s meet our 2023 winners:

1. Annie Robitaille, Account Manager – Montreal

Annie has been with Citoyen for over 2 years and when it comes to Citizen’s values, she says, “Doing what’s right deeply resonates with me because it means making decisions based on integrity and staying true to yourself and your colleagues.”

2. Paige Caldeira, Senior Account Manager – London

A Citizen since the past 2+ years, Paige  says she  has “a real appetite for Citizen to be at the forefront of change and [she] really wants to make sure everyone is aligned on that journey.”

3. Graham Campbell, Associate Account Director, Experiential – Toronto

Graham is a boomerang-er, a Citizen who left and then returned. Back with Citizen for nearly 4 years, Graham believes “We truly have something magical here. there is genuine love and care in this agency, and that is so hard to come by.”

4. Jordan Hernandez, Associate Director, Content Marketing – New York City

Within a year of being at Citizen, Jordan quickly embraced the Citizen values. She says, “To champion equity we have to be unafraid and unapologetic on when and what we speak on.”

A huge congratulations to all!

Citizen Relations won big at the London International Awards last week. The only award to be fully owned and operated by women, the creative awards festival celebrates the best creative ideas, executions and processes and is one of the most coveted and distinguished creative awards in the marketing and communications industry.

Citizen’s ReclaimYourName.dic campaign, with Elimin8Hate, took home three awards – 2 silvers and 1 bronze:

• Community & Government Transformation: Sustainable Government & Community – Silver
• Data Collection & Research – Silver
• Creative Use of Data – Bronze

The campaign, which set out to normalize Asian identity and names through a custom dictionary of 8,000 Asian names, has been winning accolades throughout the industry. Wins at the PRWeek Global Awards, Fast Company, Innovation SABRES, Webby’s, PRWeek Purpose Awards are just a few of the feathers on the cap. The biggest accolade was Microsoft’s decision to incorporate the plug-in into their own MS Word software update.

A huge congratulations to the team for a campaign that continues to make an impact around the world.

Last week Citizen Relations packed up several trophies to take home after the 2023 PRWeek Purpose Awards in Chicago. In a world with consumers concerned about a brand’s good business practices and brand leaders concerned about profitability, it can sometimes be difficult to execute on campaigns that show success in both areas. The PRWeek Purpose Awards highlight campaigns that skillfully navigate this balance.

As an agency who aims to live by its values of setting the standard, championing equity, and doing what’s right, Citizen is honored and humbled at having work recognized in this space. Citizen’s work with non-profit organization, Elimin8Hate, on the ReclaimYourName.dic campaign took home three awards, including the award for the Most Purposeful Campaign – an award that recognizes the best in show.

The campaign set out to combat bias towards Asian names and normalize Asian identity through creating a custom dictionary of 8,000 names in the most commonly used digital word processor, MS Word. On the heels of huge industry wins such as PRWeek Global Awards, Innovation SABRES, Fast Company World Changing Ideas, The Webby’s, just to name a few,  being recognized for the impactful and purposeful nature of this campaign from this organization is an incredible distinction.

The campaign was awarded wins in the categories of:

• Best Diversity, Equity, or Inclusion Campaign
• Best Impact and Outcomes
• Most Purposeful Campaign

And was further nominated in the categories of:

• Best Use of Technology
• Best Use of Creativity

Being a ‘social influencer’ is a relatively new concept and option for a full-time job. Today, millions of creators online have added ‘influencer’ to their resume. However, according to a recent report from Business Insider, nearly half of all influencers report their work negatively impacts their mental health and 4 out of 5 experience feelings of burnout. In a time where information is available all seconds of the day, Citizen Relations’ Managing Deputy UK and Well-Being Committee Lead, Jules Day, and Senior Account Manager and EDI Committee Lead, Paige Caldiera, hosted a panel on “hitting pause” from the digital world.

Shared on World Mental Health Day, the LinkedIn Live panel discussed the importance of a break in the digital world, even for those who make a living as an influencer. Willow Faith (Canada), Natasha Devon (UK), Samantha Leal (US), and Brittany Krystantos (Canada), shared their experience as creators, speakers, and influencers and how they each take on self and mental health care. From the need for rest, how to shut everything off (but still be relevant), and how to appropriately address social issues, this panel was a riveting conversation on how to engage with social media, but avoid the burn out.

Filled with empowering reading recommendations, professional resources, and unforgettable anecdotes to help encourage hitting pause when we can, we encourage you to head over to our LinkedIn Page to watch the full interview when you are ready (before or after hitting pause).

Here is a full list of resources and reading material shared during the session. Please use these links to help take care of yourself and do not hesitate to seek professional support as needed.

Panelists: 

Natasha Devon 

Brittany Krystantos 

Samantha Leal 

Willow Faith 

Resources: 

The Nap Ministry 

WWW.NATASHADEVON.COM/MENTAL-HEALTH-MEDIA-CHARTER

WWW.MHFAENGLAND.ORG

WWW.MENTALHEALTHFIRSTAID.ORG

WWW.MHFA.CA

WWW.CMHA.CA

WWW.FINDAHELPLINE.COM

WWW.COASTMENTALHEALTH.COM

Samantha’s Newsletter on Rest

Reading Material: 

Rest is Resistance: A Manifesto by Tricia Hersey 

Doppelganger by Naomi Klein 

The Perfection Trap by Thomas Curran

Laziness Does Not Exist by Devon Price 

The Kindness Method by Shahroo Izadi 

I’ve accumulated over twelve years of experience in the PR industry, working with a diverse range of clients across various fields and industries. And in this time I’ve become well-acquainted with the intricacies of the job – from basic tasks to those demanding more advanced skills and strategic thinking. I’ve gained a profound comprehension of the PR landscape and what it entails. But when I sat down to share my perspective on stakeholder management, I had to take a moment to remember how it actually works. The reason is simple: stakeholder management is a skill no one can really teach you; you hone it over time.

As you progress in the realm of agencies, you’ll find yourself collaborating with an array of colleagues and clients. This immersive experience accelerates your personal growth, forcing you to learn about yourself and how to navigate diverse personalities (and temperaments!) and working methods. This undoubtedly nurtures your self-assurance and adeptness. You learn to infuse your own personal touch into work that’s influenced by your values and what you’ve learned along the way. Eventually, it evolves into intuition – a second-nature – seamlessly integrated into your daily tasks. Yet, this skill remains adaptable, continually expanding to accommodate novel personalities, generations and more. Here are some important lessons I’ve learnt in my own journey on the art of managing internal and external stakeholders.

1. Flexibility

Not all clients are the same nor do all internal teams work the same way. When dealing with stakeholders, it’s crucial to recognize that each one operates differently. Embracing their working styles, processes, expectations (and sometimes, even their moods) can help bridge gaps and foster a smoother collaboration. Accommodating clients’ communication preferences, whether they prefer emails, phone or chat, could be a good starting point. Another good way to show flexibility is in the way we build our client presentations or develop our collaborative tools. Clients don’t always share the same expertise, background, or experience which means we need to be mindful of the PR jargon we use or ensure it is gradually introduced to our clients so they have a foundational understanding of the terminology associated with what we do.

Flexibility also resides in adapting your leadership style to provide the appropriate level of autonomy and guidance. For instance, some team members may thrive with minimal supervision, while others require more guidance and support. It can seem challenging, but try to tailor your leadership style to specific accounts or team members and recognize when to be more directive or supportive. Allowing for flexibility in adjusting your team’s timelines and goals or delegating tasks and responsibilities based on your team members’ strengths and interests could also be great examples of flexibility. But most importantly, do frequent touchpoints with each one of them to make sure you continuously test and optimize your ways of working.

2. Relationship Building

Building robust relationships with clients, your own internal teams or other stakeholders is essential for long-term success. A positive relationship nurtures open communication, trust and a sense of partnership. This can lead to improved collaboration, swifter resolution of challenges and a greater willingness to support each other and go the extra mile. Some things I try to do as much as possible is to personalize my interactions with my team and my clients – I try to find common interests (restaurants, hobbies, travel) so we can engage in some small talk at the beginning of our calls and start to build a relationship in a genuine way. When you feel like you’re being pulled in both directions or stuck between a rock and a hard place, having a good relationship with your team, client or vendor can definitely help with those tough conversations, because they’ll know it comes from a good place.

BUT a very important caveat: you have to accept that it’s okay if you don’t have an amazing or easy working relationship with everybody. You don’t have to be personal with everyone either! Just stay authentic, be accessible, keep clients informed about project progress or potential challenges. As long as you keep things professional and keep the communication channels open, you’re doing a great job!

3. Transparency & Open Communication

We can all agree, transparency is the foundation of any healthy relationship. And it’s no different with stakeholders either! Try to be open about your organization’s goals, your expectations and limitations and share constant feedback with your teams and clients; this will automatically set the stage for clear understanding and open communication, and everyone will know where you stand. Furthermore, actively seek client feedback, listen to their suggestions, and be willing to make improvements based on their insights. This not only demonstrates flexibility, but also shows your commitment to client satisfaction.

I’m a strong believer in including all team members in all spheres and processes of our work. Whether in discussions, brainstorming sessions, meetings or problem-solving discussions, having the junior team involved is a great way to show them how much you acknowledge their expertise and value their input. Plus, let’s be real, two (or more) heads are better than one! Share information about changes in strategy, requirements, or potential challenges so you can all align your collective efforts and plan accordingly.  When you have your entire team in the driver’s seat with you, there’s a greater sense of shared ownership and that’s how everyone learns. Your team members will see the mutual benefits – they will know they’re valued, their contributions are integral to the team’s success and, hence,  be more likely to invest in the relationship you both have and go beyond the basic working requirements.

4. Tap Into Your Team’s Expertise

We may be experts in our field or become connoisseurs of our client’s business, but there are certain things that we don’t know – whether your client wants to explore new ways of measuring success or expand a certain side of their business, it is essential to tap into your team’s expertise to onboard additional experts that can help you in delivering successful results for your clients and your team.

The beauty at Citizen is that we have a wide range of experts we can count on. From EDI, to digital gurus, to creative minds and so on, leveraging the power of our international network has been critical for many of our clients who were looking for a truly integrated service. It’s also true for some of them who wanted to develop their business in different markets as they needed a fully bilingual team with boots on the ground to understand the language and cultural nuances.

It’s fantastic when great minds come together, but it can definitely feel like a crowd. As the account lead, ensure you foster a culture where collaboration and knowledge sharing are encouraged. Assign clear roles and responsibilities and make sure you all align on common goals and objectives as a team. And remember that at the end of the day, it all comes down to flexibility, relationship building, transparency, open communication and tapping into your team’s expertise. By following these basic principles, you’ll find yourself in a great place to foster productive and successful collaborations that will contribute to your organization’s – and your own – success!

About The Author: 

Audrey Ann Laurin has more than twelve years of communications and marketing experience in a PR and ad agency environment, much of it in the fields of consumer goods, technology, lifestyle, and beauty. As a Director, she knows how to make the most of her knowledge and uses her passion to make her clients shine on the national stage.

Creative and determined, Audrey Ann is known for her attentiveness to detail and her ability to lead teams and accounts effectively to achieve the best results for her clients. Over the course of her career, she has honed her abilities in strategic planning, corporate and marketing communications, executive positioning and c-suite profiling, media and influencer relations, crisis management, event planning and social media management. Her energy, leadership, and listening skills make her a valued resource for both her colleagues and her clients. She is constantly on the lookout for the latest trends and the best ways to integrate them into her campaigns.

Welcome to the fourth edition of The Rundown by Citizen, a monthly round up of conversations that count. We’re offering bite-sized big thinking on recent headlines from around the world to help keep you in touch for your next water cooler, virtual boardroom or dinner party chat.

Tapping Into The Untapped

To say this year’s FIFA Women’s World Cup sparked a lot of conversations would be an understatement. As with any sports tournament, controversies and upsets in the game dominated the news cycle. But one thing was clear – brands were finally recognizing the Women’s World Cup’s potential. And with good reason; research has shown that 45% of U.S. soccer fans were more interested in women’s soccer than they were a year ago.

Brands such as Visa, Volkswagen, Roblox and Adobe have all partnered with the U.S. Women’s Soccer team in various capacities to show their support of the tournament. Frito-Lay, the ‘Official USA Snack’ of the Women’s World Cup, even created a TV spot highlighting the passion die-hard soccer fans have – with a mom using Frito-Lay chips as stand-ins for soccer players to show her daughter how exhilarating the game can be. FIFA itself partnered with TikTok to put all its players under one roof – a strategic move considering 58% of female Gen Z fans call themselves “superfans” of the game and 56% of all fans say they would think more favorably of a brand that sponsored their favorite female players.

However, the sports – and soccer specifically – industry is riddled with debate on equal pay and treatment in the industry. And studies show us that fans of women’s soccer are much more interested in the inspirational stories and activism than the actual game. It’s no surprise that Orange France’s World Cup ad – which played on this exact insight – gained such popularity and resonance, with consumers and the industry alike. The ad begins as a reel of top moments from Kylian Mbappe & Antoine Griezmann, the country’s national team (male) players. It then goes on to show the footage has been edited to conceal the identities of the national team’s women players, Sakina Karchaoui & Selma Bacha.

This surge of popularity we’ve seen for the Women’s World Cup isn’t going to be an isolated incident. We see the same pattern developing for women’s basketball and golf, as well as sports that weren’t popular in North America. Now it’s just a waiting game to see which brands will seize the opportunity to create authentic partnerships before it just becomes the ‘trendy’ thing to do.

What’s CosMcs?

Embracing the adage ‘If it’s not broke, don’t fix it,’ McDonald’s seems to have masterfully harnessed the art of nostalgic revival to invigorate their latest sales endeavors in the U.S. Nostalgia marketing, a crafty strategy that plucks the heartstrings of consumers by resurfacing vintage campaigns in contemporary plans, has proven to be a resounding triumph throughout the year. In fact, recent research has unveiled a remarkable statistic: a whopping 9 out of 10 individuals possess a fond affinity for the past. Giants of the corporate world, including the likes of Mattel with their Barbie resurgence and Rakuten with their ‘Clueless’-themed Super Bowl ad, have skillfully demonstrated that what’s old can indeed be new again. And now, with the debut of CosMc’s, McDonald’s is hoping to get a slice of the memory-lane pie.

McDonald’s dipped its toes in the nostalgia pool by resurrecting their well beloved purple blob mascot, Grimace. This character made a dazzling comeback, starring in a revamped version of The Happy Meal, complete with his own purple milkshake. As fervent admirers clamored for more (amassing an astonishing 3.3 billion TikTok views from videos showcasing the Grimace Shake), McDonald’s seized the moment and dusted off another beloved favorite from yesteryears: CosMc, the extraterrestrial icon of the ’80s who famously pined for McDonald’s iconic food.

Unlike Grimace, CosMc isn’t here for a quick cameo, his name will serve as a revival with a futuristic twist. CosMc’s anticipated return is to introduce an entirely fresh dining concept. Anticipated to kick off in 2024, CosMc’s establishments will sport a cutting-edge ambiance and aesthetic. The traditional expansive dining spaces will change to fewer seating options and less human interaction as the spotlight turns to digital ordering and delivery. At the helm of it all stands CosMc himself, the blast from the past hoping to boost sales and encourage a new way of food service. While mostly U.S. based publications have shared the news, the team at Mickey D’s is saying locations will have ‘limited geography’–let’s see if CosMc will make a global splash.

Luxury, But Make It Quiet

We’ve all heard about quiet luxury by now: from news headlines to TikTok and every medium in between, it’s safe to say this cultural concept is having a moment. That said, to call it a trend feels oversimplified and inaccurate. On the surface, quiet luxury is inconspicuous, logo-free and extremely expensive. But If you observe brands that have been touted as arbiters of quiet luxury like The Row, Totême and Max Mara, cornerstones of their identities are timelessness and a reputation for quality and mastery of craft. Not exactly trendy, right?

According to founder & CEO of Sinclair Kiri Sinclair, “Two macro factors have crossed over to propel quiet luxury into the spotlight. The current economic situation and a conscious movement towards sustainability. Quiet luxury is basically the opposite of fast fashion. It focuses on craftsmanship, quality materials and a subtle design elegance.” It also comes with a knowing nod, the feeling that those who know, know.

Many leaders in the quiet luxury category  sell products that have been flying off the proverbial shelves for years without significant changes. Fashion is the industry where quiet luxury is most visible, but the brands being spotlighted through the lens of quiet luxury are characterized by a luxe quality and an intuitive understanding of their consumer, two qualities that extend beyond fashion.

While not all trends should be jumped on, and the concept of quiet luxury can’t be adapted precisely for every industry and brand, there are a few guiding principles that quiet luxury can teach us, to help build trust and long-term relationships with consumers in a time of economic challenge, minimalist and sustainable ideals, and digital overwhelm.

Legacy isn’t built overnight: None of the leaders in the quiet luxury movement are brand new, skyrocket success stories. Taking the time to build a brand that serves your audience intuitively and consistently is the only way to build trust and establish lasting relationships that will make you a leader in your space. It’s a long game: Max Mara and Apple will say it’s worth it.

You can’t outmarket quality: Consumers are looking for products that can stay with them for years to come. The old adage “they don’t make them like they used to” really hits home for folks right now. Sustainability is a driving force for retailers like TheRealReal and Depop, but it’s also about finding classics that are built to last: pieces literally made just like they used to be.

Show, don’t tell: The first half of quiet luxury is the most adaptable part of this concept: stop yelling about what you can do for people. Just show us: anecdotal third party storytelling, bringing your product or service to life in an immersive and relatable way, can connect with people beyond the data.

While quiet luxury is the phrase on everyone’s lips, the qualities that brought this concept to the forefront stand the test of time. And there’s something we can all learn about what consumers are loving about this movement, regardless of their budgets.

Include & Adapt

One in six  people worldwide live with a disability. Levels of physical, cognitive, sensory, and mental ability differ from person to person; some disabilities are physical and visual, while others are  invisible. But what remains consistent  is that these individuals are often left out of mainstream experiences like shopping and fashion. Not many marketers would actively leave 16% of their target audience out of their advertising and sales plans, yet this is the case almost daily. What stores and brands fail to realize is the average shopping experience has many triggers for those living with these conditions. Bright lights, loud noises, distractions, and heavy social interaction can spark an episode or just throw a day off. It even becomes  difficult for caretakers to manage guidance while shopping. Over the past few years, more brands and designers have stepped up globally to be more inclusive and are setting the tone for others moving forward.

According to the International Council of Shopping Centers, 97% of Gen Z shoppers visit brick and mortar stores. This group is demanding more from the brands they frequent and some are listening. Some stores are offering “sensory-friendly” store hours to be able to give those with visible and invisible disabilities a more enjoyable and inclusive shopping experience. During these hours shoppers can expect reduced noise and lights and sometimes reduced number of customers. While establishments like museums, aquariums, and movie theaters have been offering sensory hours for quite some time now, marketers at brands such as Walmart are realizing these blocks of time are beneficial to the shoppers and to the company’s bottom line. But when customers arrive to shop, will they find adaptive clothing if needed as well?

Up until recently, that was a tall order. Fashion brands from high-end designers to department stores just made clothes for fully able-bodied people. Those living with any kind of physical disability or injury were left out of the conversation. On the off chance that clothing was made for them, they were still left out of the marketing plan and were  nowhere to be seen in advertisements. Today, brands such as Target, Skims, and Kohls are incorporating fabrics like velcro and magnets into their designs to create ease when dressing and undressing. Models reflecting real life consumers  have been brought into campaigns. With Gen Z focused on brands showing their advocacy rather than just talking about it, these changes and improvements will hopefully ignite a brighter future for both customers and the bottom line.

Can We Keep It Real?

According to a recent survey commissioned by Simply Spiked Lemonade™, just over half of Canadians 19+ have lied to avoid conflict or protect someone’s feelings. The new-to-Canada beverage, on the other hand, is all about what’s real, all the time.

Earlier this year, Simply Spiked Lemonade™ launched its iconic lineup of coolers in Canada, made using REAL fruit juice, with three distinct flavours: Signature Lemonade, Strawberry Lemonade, and Blueberry Lemonade. The brand partnered with Citizen Relations to launch the beverage in Canada. Leaning on the insight that Simply Spiked exists to deliver unapologetic realness, they created the Keep It Real Can: the world’s first lie-detector-in-a-can, to help Canadians to serve up some cold hard truth.

To kick off the campaign, Citizen captured some Canada-wide data to find out if there’s anything Canadians won’t do to be nice. As a country that’s famous for being polite, data suggests the country is split on if it’s worth being a little less than real to keep the peace.

Citizen conducted a national media relations campaign using these stats, resulting in a vast amount of media hits and unprecedented amount of broadcast coverage, with hosts and producers alike using the can on colleagues to create hilariously truthful segments across the country. Partnering with influencers, the brand took to the streets of Vancouver and Toronto, asking the public some real juicy questions and using the can to see if they were telling the truth or trying to fake it.

Quickly and swiftly brought to life in both cities, this attention-grabbing tactic was just what the brand needed to stand out in a crowded space with presence on Love Island Quebec, dOOH billboards across the country, and presence at the Calgary Stampede, Osheaga, and Toronto Festival of Beer. How’s that for keeping it real?

Want to know more? Get in touch at marketing@citizenrelations.com

A career is never a linear line moving easily from one step to the next. But finding a company that allows for growth, continuous learning and an abundance of happiness makes it all worth it. That’s exactly what our Novice to Now, Part 2 features have found in their time with Citizen. With tenures spanning over 30 years between the two, Managing Partner, U.S. Growth & West Coast Operations, Erin Georgieff, and Senior Vice President, Ive Balins, have found their homes at Citizen. We sat down with them to learn about their start at Citizen and how they both landed in California after a career north of the border.

A new job often creates distinct and lasting memories. Despite starting years apart, Erin and Ive both had unique and impressionable starts at Citizen. Almost immediately after joining, Ive was invited for a coffee chat with then-VP and General Manager, now-CEO, Nick Cowling. This simple gesture illustrated Nick’s commitment to establishing genuine connections with every team member, irrespective of their level, fostering an environment of inclusivity and openness. “I remember thinking to myself, “Wow… this agency truly prioritizes its people.” Moments like these prove why Citizen was named a 2022 Best Place to Work by PRWeek and PRovoke Best Agency to Work for 2023.

Erin dove right into the work when she started, recalling a memorable debut campaign for Polaroid at The Oscars. “It was a large team and we did a campaign called the ‘Polaroid Paparazzi’. The team dressed in full silver suits and silver wigs to walk the Red Carpet,” she laughed.

But PR wasn’t always the plan for either; it was journalism. Their mutual love for storytelling and writing, combined with curious minds, made journalism seem like the obvious choice for a career. Ive knew she enjoyed the communications field, but did not see herself as a journalist. Erin was lured into the field when a PR firm was looking to bring a strong writer and storyteller onto their team. Once they were immersed in their field interests- events, marketing, and storytelling –  they were hooked.

Now that they knew their field, interest to go stateside began brewing. “I’ve always wanted to live in California since I was a little girl,” Erin said with a huge smile across her face, diving into memories of her dream. The same sentiments were true for Ive – but with family in Canada, the decision to move to America wasn’t easy. “Many hard conversations and sacrifices” were part of the decision making process. Erin had just purchased a home in Toronto when an opportunity to move to a new company and new country presented itself. She initially wrote off the idea but when a job offer in California came through for her husband, the stars aligned and the rest is history.

While Ive’s move to the US was while she was at Citizen,  Erin moved over to Citizen -then Payne PR – once she was already across the border in 2000. But both had to learn an entirely new landscape.

“When it comes to PR, the playbooks are the same, but the playing fields are different. Not only in size and scalability, but also with U.S. brand budgets often driving global market decisions and strategies – a responsibility that gets me so excited,” Ive shared about the difference between working in each market. However, she feels that the robust North American perspectives that are brought together with the collaboration between the Canadian and US Citizen offices is what leads the company to award-winning work. Erin reminisced on a Citizen career moment that was pivotal to her growth in her new territory: her first hit in USA Today. It was for Dockers Mobile Pants and she used the cheeky subject line, “How much RAM is in your pants?” to reel in the toughest tech journalist in the country at the time and land the exclusive. The story appeared on the front page of the tech section the next morning.

“For me, as a Canadian coming here and trying to meet the media and learn a whole new market, this was a big deal” she said.

Ive and Erin have enjoyed countless shining moments throughout their longevity at Citizen . Erin shares her pride for the work she and the team have been able to accomplish with Old Spice over the last 13+ years, helping in their transformation from an “older man’s deodorant” to a younger audience and, perhaps most importantly, helping it become a billion dollar brand. Ive has been able to make lifelong connections with her US clients, even participating in a Tough Mudder race with one. “It’s always rewarding when you have an opportunity to drive business results beyond sales,” she shared.

Anticipation and excitement are in the hearts of both professionals as they see what the future holds for Citizen, with global growth and new business development happening at breakneck speed. Ive wrapped up their feelings for the future perfectly – “…having the opportunity to intersect culture, challenge boundaries, and impact real people is something that ChatGPT can’t do, and I’m here for it!”

Standing out in a competitive and crowded space is not a new challenge brands have to tackle, but the rise of so many different social platforms (hello, Threads!) and the popularity of short-form content has made it even more tough in 2023. The way to cut-through the clutter is to have a finger on the pulse when it comes to who your audience is, what the current trends are, and paying attention to the ever-evolving media landscape. Take Cup Noodles for example. There’s been an ongoing conversation about consumers’ disappointment with McDonald’s discontinuing their all-day breakfast. Cup Noodles took notice and  forged a connection with fans by installing a pop-up outside of McDonalds and offering free Cup Noodles breakfast (yes, you read that right!) to New Yorkers once the breakfast menu switched over to lunch. Both media and hungry folks alike were thrilled with the brand understanding and filling a need.

At Citizen, our teams have an earned-led approach that helps them build campaigns from the ground up so they can capture the right audience at the right touch points. Here are some key tips we use:

1. Be Timely:

Staying up-to-date on current events and trends helps us find the right opportunities to bring our brands into the conversation authentically. Joining the conversation at the right time and in an authentic manner is the key to getting noticed. For our client, Kidde, we saw news coverage about Black communities being disproportionately affected by fatal residential fires recently. In response to the startling statistics, we launched the Cause For Alarm campaign to address the gaps in education and access to fire safety measures.

2. Drive Urgency with Limited Edition Programs:

It’s basic economics – when supply is low, demand goes up! Limited edition programs and products follow the same concept – they’re prioritized as they seem more newsworthy and exciting, tapping into the FOMO audiences have. When we launched a limited-edition line of road trip scented candles for Super 8 hotels, it sold out in minutes with the limited quantity and pre-launch buzz it generated.

3. Have A Strong CTA:

It’s important to give consumers a reason to be excited about your brands and give them an incentive to engage with it. When there’s a chance of getting something back – whether it’s a good deal, limited-edition offers, tickets to an event – people are more likely to interact with it. In summer 2021 as consumers were starting to dip their toes back into travel, we developed the #HotwireHotelGoals challenge for travel client Hotwire, which gifted one lucky TikToker with a $50,000 luxury getaway, complete with a private jet.

4. Tailor Your Pitch:

When it comes to breaking through the noise, you cannot use a one-size-fits-all approach. Each pitch you send out needs to be customized to that outlet and its audience. What’s relevant to a national news outlet will not be relevant to a local beauty page, which is why we tailor our communications strategy to deploy different pitches to different verticals on every campaign and initiative.

5. Use A Wave Approach:

Create a wave of earned media touchpoints to lengthen the window of coverage for your story. Considering longevity from the onset and identifying timely opportunities to show up over the course of six months to a year is a great way to broaden opportunities of getting noticed by media and consumers alike.

6. Be Authentic:

Consumers are media-savvy and know when brands are phoning it in – and they do not care for that. Consumers want to be spoken to in a manner that is authentic and transparent so brands that genuinely stand behind something meaningful will always pull loyalty. It’s crucial for your brand values to be crystal clear and consistently communicated in your strategy.

7. Partner With Experts:

Partnering with other like-minded brands or experts is a great way to amplify your message, increase your credibility and reach a wider audience. When working with partners, it is important to choose those that are aligned with your brand and that have a similar target audience. For its #PowerSafely and #BitterIsBetter initiatives, Duracell teamed up with trusted pediatric voices at the American Academy of Pediatrics (AAP), as well as Dr. Jen Trachtenberg and Dr. Tanya Altmann, to educate parents and caregivers around lithium coin batteries, potential dangers, and what to do in the event of an accidental ingestion — ultimately urging them to make the switch to Duracell lithium coin batteries with bitter coating.

8. Leverage Data:

Data can be a powerful tool for telling your brand story and having primary data adds a layer of credibility to that story. By conducting surveys or leveraging internal insights that support your story, you can gather data that is unique to your brand and helps you stand out from the competition. In a recent campaign for La Quinta by Wyndham, we issued a nationwide survey to better understand some of the challenges faced by families when planning a trip. Not only did it reveal that the brunt of vacation planning continues to fall disproportionately on moms (more than 60%), but 78% of moms admitted they’re more tired after a family vacation than before they left, suggesting that the family vacation isn’t really a vacation at all. This insight helped us launch a content series dedicated to helping support moms while planning a family getaway, so they could spend more time relaxing, and less time stressing.