Creative Excellence in PR: A Conversation on Aligning Goals for a Stronger Partnership

“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.