Category: News

For the second year in a row, Citizen celebrated a PR AOY win at Strategy’s Agency of the Year (AOY) Awards – this time taking home the Silver award! In its 35th year, the AOY Awards are Canada’s most prestigious awards, recognizing the top creative, digital, PR, media, and design agencies in the country for their excellence, creativity, and impact. 

“This Silver win is a testament to our momentum at Citizen and the excellence we deliver for our clients,” shared Jenn Duggan, who recently expanded her role to President, Canada. “It’s a win for every member of our team & our partners, and we couldn’t be prouder.”

It’s the second year in a row making Strategy’s PR AOY podium for Citizen, a reflection of the agency’s building momentum and growth.  This year’s win, up against 12 other standout PR agencies, comes after another awards filled season for the agency, including a Global PR Agency of the Year (Bronze) win at Campaign, wins at the Atomic Awards (including the Public Service Grand Prix), PRovoke Media’s Innovation SABRE and North America SABRE Awards, CLIO Awards, Canadian Event Awards and the ADC Awards. 

A huge congratulations to all of the shortlisted agencies & to the entire Canadian Citizen team for another incredible year.

The majestic Rocky Mountains provided a stunning backdrop for The Gathering 2024 conference in Banff last week, where marketing leaders from across North America came together to share insights, forge connections, and explore the future of brand building. As a title sponsor, Plus Company played a pivotal role in facilitating meaningful discussions that will shape the industry’s trajectory.

SickKids VS Mimics

A highlight of the conference was having Citizen’s Managing Director, Josie Haynes join the stage with Kate Torrance, VP, Head of Brand, Content & Communications at SickKids Foundation. Kate’s session focused on the critical importance of continuous reinvention in maintaining market leadership, sharing both inspiring and heart-breaking stories behind SickKids monumental fundraising efforts that have completely broken the mold for non-profit marketing worldwide.

Unveiling the 2024 Citizen Connections Report

The conference served as the perfect platform for Citizen to launch their 2024 Connections Report. This year’s study unpacked the topic of social connection with 4000 people around the world, delving into the crucial role social connection and specifically ‘Third Places’ play in modern brand strategy and consumer engagement approaches.

Looking Forward

The Gathering proved to be more than just a conference; it was a testament to the marketing industry’s commitment to evolution and adaptation. The insights shared and relationships formed during these special few days in the mountains will undoubtedly influence marketing strategies and brand initiatives for 2025 and beyond.

All throughout the last month, the Effie Awards Canada have been announcing their 2024 winners, leading up to the Canadian Marketing Effectiveness Summit yesterday. Citizen Relations Canada took home two award wins along with three Finalist nods. 

The Effie Awards have been recognizing the very best in marketing effectiveness for over 50 years in over 50 countries.

Citizen’s ‘ReclaimYourName.dic’ campaign for Elimin8Hate took home both the awards, with a Silver in the Marketing Disruptors category and a Bronze in the Social Good category. The campaign aims to combat Asian hate in Canada with a dictionary plug-in that removes the red underline under Asian names and has won numerous accolades, including the Public Service Grand Prix at the Atomic Awards. 

The agency also got three spots on the Finalist list for the following campaigns: 

• Addy’s Crystal Ball – SickKids Foundation 
• Keep It Real CAN – Molson Coors Beverage Company 
• Asshole Activists – TUSHY

Wins at the Effie Awards Canada contribute to the agency’s ranking with the Institute of Canadian Agencies, where Citizen is currently ranked at #8 – a 14 point jump from the previous year. A big congratulations to the teams on the recognition!

Toronto, September 11, 2024 – Citizen Relations is thrilled to announce the appointment of Josie Haynes as Managing Director of Toronto. Haynes, who began her journey with Citizen as an intern 17 years ago, rose through the ranks to her most recent position as Senior Vice President. In her new role, Haynes will continue to drive the agency’s success by leading key client work, overseeing operations of the Toronto office and furthering collaboration with the regional offices. 

In addition to Haynes’ appointment, Jenn Duggan, President of Canada, expands her role to include the Quebec market, now overseeing Canadian leadership from coast to coast. 

“Both Josie and Jenn have been instrumental in shaping Citizen’s success story in Canada,” said Nick Cowling, CEO of Citizen Relations. “The elevation of their roles comes at a pivotal moment of growth for the agency as we continue to expand both our offerings and reach across the globe.”

Haynes has led a number of key client accounts for Citizen during her tenure, most recently including Emirates, Indeed, Intuit TurboTax, Kijiji, and SickKids Foundation. She has also been focused on agency growth through new business and driving integration.   

Haynes is no stranger to industry recognition, which has been evident during this year’s awards season. Her leadership on the 2023 “Asshole Activists” campaign for TUSHY and “Addy’s Crystal Ball” campaign for SickKids Foundation earned the agency multiple accolades just this year, including a Clio Gold, a PRovoke Media North American SABRE Best-in-Show Award, ILEA Esprit Awards, and recognition at the Cannes Lions. For the past two years Haynes has also served as a judge for the Effie Awards in Canada. 

Under Duggan’s leadership, Citizen Canada has enjoyed a period of significant growth and recognition including earning Strategy Magazine’s PR Agency of the Year (Gold) and PR Campaign of the Year in 2023.  In 2024, Citizen was named Global PR Agency of the Year (Bronze) by Campaign.

PRNews is celebrating the 75 most influential people in PR with their People of the Year awards and Citizen Relations is thrilled to announce that Toronto-based Senior Vice President, Carrie Makrigiannis, earned a place in The Mentors category. 

PRNews, an industry-leading source for education, inspiration, and recognition for the last 75 years, is recognizing the most innovative and inspiring communications professionals across a diverse set of categories ranging from Agency CEOs to Crisis Managers and DEI Champions to Public Affairs Leaders.

For The Mentors category, PRNews were seeking “an extraordinary leader who guides and motivates those around them and has had an outsized impact on the careers of their colleagues” – a definition Makrigiannis has more than lived up to in her 25-year tenure as a PR professional. Says a Citizen mentee of Makrigiannis:

“Carrie has been the most influential person in my career to-date and has had, by far, the most positive impact. I owe so much of where I am today to her guidance and support, and I can’t think of anyone more deserving of this award.”

In addition to her support within the walls of Citizen, Makrigiannis has formally mentored with the Pinball Clemons Foundation and serves on Humber College’s Bachelor of PR Program Advisory Committee. Her work with aspiring youth in the industry is ongoing; in 2024, Makrigiannis spearheaded the first ‘Intro to PR Day’ at Citizen for Northview Heights Secondary  School students, in addition to sharing her expertise and advice with MBA students at Schulich School of Business. Alongside Makrigiannis’ personal mission to introduce the diverse field of communications to students at a young age, she plays an integral part of Citizen’s senior leadership team, overseeing the agency’s work with Loblaw Companies Limited brands including Joe Fresh, Shoppers Drug Mart, Real Canadian Superstore and President’s Choice. 

“In the 15+ years I’ve had a chance to work with Carrie, I’ve witnessed her incredible talent,  commitment and care as a mentor,“ shares Citizen’s Canadian President, Jenn Duggan. “She acts with compassion and pragmatism to build trusting and lasting relationships with each person she mentors.”

PRNews will bring together and celebrate the honorees of the awards on October 8 in New York City. Congratulations to Carrie for this award!

Last week, Citizen won big at the ILEA Espirit Awards with three wins for three different Experiential campaigns. 

Founded in 1987, the International Live Events Association brings together event professionals from over 35 countries to create some of the world’s most powerful events. This annual show honors all areas of live events including planning, production, design, and event management. Citizen campaigns consisting of integrated disciplines of XM, PR, Creative, and Strategy and took home 3 wins:

Best DEI Initiative: Vizzibility Booth – Molson Coors Beverage Company

Best Event that Makes an Impact or Gives Back:  SickKids Precision Health Care Launch – SickKids Foundation 

Best Marketing Campaign: Highland Park 54 Year Old Launch 

“Having our work recognized across three diverse and impactful campaigns at this global event is truly an honour,” shares Kevin Wagman, Managing Director, Citizen Experiential. “We’re tremendously proud to have our clients’ commitment to equality and accessibility acknowledged and celebrated.”

The Citizen Experiential team was recently recognized for its work at the Canadian Event Awards taking home two wins. Kevin Wagman was also honored for his commitment to the events industry being named to the 2024 Canadian Special Events Magazine’s “Top 25 Most Fascinating People in Events” list. 

Generation Z, born between 1997 and 2012, is often stereotyped as a homogeneous group of digital natives, with similar attitudes and approaches to work, life, money and the world-at-large. However, this oversimplification overlooks the rich diversity within Gen Z. This generation, like those before it, is not a monolith; it consists of various personas shaped by distinct experiences, values, and interests. I’ve just scratched the surface with some of my own research but wanted to share my initial take on this dynamic cohort, outlined in the graphic below. 

Even among these few stereotypical attributes, it’s clear that Gen Z is a multifaceted generation, with diverse personas that defy simple categorization. Whether you are a marketer aiming to tailor your campaigns, an educator seeking to engage students, or a business leader looking to attract young talent, there’s lots to learn in creating more meaningful and effective interactions. As I dig in further, I’ll share more and please do the same in return — as I suspect this onion has a whole lot more layers to offer!

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Last year, Citizen Relations unveiled The Mods – the global communications agency’s first annual value awards. The awards recognize those Citizens who best embody the company’s core values: 

• Set The Standard 
• Do What’s Right
• Champion Equity 

The winners won an all-expenses paid three days at any of the 10 Citizen offices across North America and Europe in addition to a donation to a non-profit organization of their choice. 

Hear about our winner’s experience below as we gear up for the 2024 MODs! 

Jordan Hernandez, Associate Director, Content Marketing (New York City)

Trip to: Vancouver

Non-Profit Organisation: Party With Purpose

During my second day as a Citizen in September 2022, I can remember sitting at lunch and brainstorming the idea of a Citizen value award. One of our leaders said “What if they get to spend a few days in a city where we have an office?” As a fresh employee the thought of this breezed right on by as I was focused on the new journey ahead of me. Never did I imagine that journey would include that exact trip that was once just a passing thought.

Citizen struck me as a company from the beginning of my time with the agency solely based on its values of ‘Champion Equity’, ‘Set the Standard’, and ‘Do What’s Right’. While I may not have articulated my personal values in that exact same way, they are ones that I strive to live by daily. Knowing that my co-workers, in less than a year of working together, saw this in me is the true prize. But adding on a trip to a new city never hurts 🙂 It means so much to me to make connections and really get to know my colleagues even if they are nearly 2,500 miles away. This trip allowed that.

Out of nine other Citizen offices, I chose to visit Vancouver, British Columbia. Truly, I do not know many people who have even been to Vancouver and I didn’t know much about the city before scouring TikTok to learn about all the hot spots in town. In our day to day it’s sometimes hard to imagine the impact our work and way of working could have across the continent, but spending time with Vancouver Citizens allowed me to truly feel the #OneCitizen love and our mission to produce great work globally. I am still feeling inspired from the knowledge and dedication I witnessed in the office and am bringing that spark back to NYC with me.

Vancouver is a beautiful city, one that I will now recommend to anyone I know looking to plan their next trip. After five days I enjoyed fresh sashimi, blindly went into climbing Grouse Grind (if you know, you know), ran along the Seawall, walked to lunch in a little rain, ate donuts, and just enjoyed the laid back nature of the city. I chose this location without knowing too much and left with such a love for it. Thank you Citizen and the city of Vancouver for an incredible experience. I will be back!

Annie Robitaille, Account Manager (Montreal) 

Trip to: Los Angeles

Non-Profit Organisation: La rue des femmes

My MOD’s trip destination choice was an easy choice: there’s no place quite like LA! My trip to the LA office was an incredible experience filled with beautiful weather, amazing people, and a city that’s as dynamic as it is sprawling. Even though it was a short trip, I managed to soak in everything LA had to offer, making the most out of every moment!

One of the most rewarding aspects of my trip was visiting the LA office and meeting the team. Their innovative, passionate, and welcoming nature, combined with a laid-back West Coast attitude, made every interaction a joy. Witnessing their seamless collaboration and dedication firsthand was truly inspiring, and I’m eager to incorporate their work style into my own projects. 

But it wasn’t all work and no play! LA’s cultural vibrancy is unmatched. From the iconic Hollywood sign to the serene beaches of Santa Monica and the over-the-top streets of Beverly Hills, I took every opportunity to explore. Every evening, I had so much fun testing out the best terraces and sipping on delicious Palomas. The local nightlife truly added an extra layer of enjoyment to the trip.

I can’t thank Citoyen enough for providing me with this fantastic opportunity. The LA team made me feel incredibly welcome, and their warmth and hospitality turned a work trip into a truly memorable adventure. Thank you all for making my time in LA so enriching and unforgettable. This experience will stay with me for years, and I’m already looking forward to the next visit!

Paige Caldeira, Senior Account Manager (London)

Trip to: Toronto 

Non-Profit Organization: LaunchGood campaign for the MATW-Project

The most common conversation starter I had in Canada was ‘Why Canada?’ and even more frequently ‘Why Canada in the middle of Winter!?’. But despite temperatures being in double-digit minuses, I would still pick Canada in the winter in a heartbeat! 

My MOD’s trip to Toronto was an unforgettable adventure filled with breathtaking landscapes, wonderful people and a city that’s so culturally vibrant, with so many things going on, I was constantly at a loss as to how I would fit everything in on my bucket list in such a short trip! Visiting the Toronto office and meeting new Citizen colleagues, gaining insights into the wonderful world of Molson (thanks for the merch!), was just the cherry on top of this MODs trip. The Toronto team is a dream team, seriously! It was great to be an outsider looking into such a well-oiled machine and seeing their passion for excellence and teamwork! Let’s not forget their buzzing weekly status’ and being put in the hot seat… I promise adult fun-houses are a thing in the UK! You all made me feel so welcome and brought all the vibes.

I want to extend my heartfelt gratitude to Citizen for providing me with this incredible MODS opportunity and giving me the chance to explore and discover the beauty of Canada, along with meeting so many incredible people in the Toronto office. I want to thank you all so much for making me feel so welcome, included and heard in the Toronto office and for making my office experience (and social!) super special. I couldn’t have asked for a better experience and it is one that I’ll remember for the rest of my career!

“That intersection of brand strategy with big, bold, magnetic ideas that not only drive and captivate attention, but also deliver results.” 

This is how Vice President, Marketing, Molson Coors Beverage Company, Leslie Malcolm defined the term “creative excellence” at the top of Citizen Relations’ LinkedIn Live on Creative Excellence in PR. Her conversation with Citizen’s Chief Creative Officer, Josh Budd, moderated by Citizen’s Vice President, Joe Cariati, gave a sneak peek behind the longstanding and successful partnership. 

After being ranked the top PR firm on both Strategy’s Creative Report Card and the ICA Creative Power Rankings list, picking up a gold for Strategy’s PR Agency of the year, bronze at Campaign’s Global Agency of the Year awards and winning over 100 industry awards in the last year from top shows such as Cannes Lions, The One Show and the CLIOs, Citizen has a few things to say on the topic of creative excellence! These wins validate the hard work behind the scenes of starting with a creative idea and formulating it into powerful campaigns that overdeliver on brand KPIs.

Our panel shared how the alignment of goals is crucial for a strong partnership, ensuring a win for both the brand and the consumer engaging with the campaign. They discussed ways to creatively get the viewer to feel something magnetic, while ensuring KPIs are still met, how the partnership between client and agency allows the brand to creatively tap into cultural moments and even shared a new framework for measuring creativity. Head over to our LinkedIn page to watch the entire conversation. 

Last week the Global Influencer Marketing Awards were hosted in London and Citizen took home a Gold award in the category of Most Effective Collaboration or Partnership. The “I Buy My Own Batteries’ campaign for Duracell and partnered with Essence Mediacom and VaynerMedia to take a historically low-interest category like batteries to new heights with reality star Ariana Madix.

The Global Influencer Marketing Awards honors individuals, campaigns, and teams that have pushed boundaries and delivered excellence. Citizen’s campaign took home the top honor in this category which shines a spotlight on outstanding influencer campaigns and collaborations from around the world, celebrating innovative projects that push boundaries and make a significant impact in the influencer marketing space.

“This campaign continues to show that the combination of right partnership and a timely moment in culture can be magic,” said Aly Sturm, SVP Citizen Relations and PR lead for this campaign. “We’re thrilled that Duracell and our partners have been recognized for the campaign’s success once again and are honored to be included in such a powerhouse lineup of nominees.”

The campaign has received a number of accolades over the last several months including a top prize at the Ragan PRDaily Media Relations Awards, an honorable mention at the PRWeek Awards, a bronze at the PRSA Anvil Awards, and shortlists at the Innovation Sabre Awards and Cannes Lions.