Auteur/autrice : citizen

We’ve been in full-innovation mode augmenting our work with AI-based automation, building new workflows and even platforms to help improve our work.

Now it’s time to ready our people for their role in shaping what’s ahead. 

First, rewind to the start of web 2, circa 2000s when we started evolving into the synchronous social web.Brands had no idea what they were doing. We spent 50% of our time consulting marketers around what’s ahead, but we spent the other parts with legal and regulatory helping to build early ethics policies and processes. The rest was left to work with employees, teaching the skills of next, a mix of tech, community savvy, creative and data. It was thrilling, and scary and it’s happening again. No colleges had courses to support these new skills. So, we went to professors and helped build the curriculum. We pushed in on classes and sponsored challenges. We had to build the stabilizers along with the innovation. 

So, fast forward, present day. AI, ML, GPT abound. Change afoot. Workforce 3 ahead.

So, here’s what we’ve learned about where to start: 

1. Guidance

Some people think regulatory and legal makes things harder, but when you’re dealing with new platforms, new channels, new robots to tame, a good set of policies, procedures and review support goes a long way. Work with your legal team, get outside counsel. Help inform, educate and test with one another. Stabilize while you build skyscrapers.

HOT TAKE: We keep up with Davis and Gilbert’s thought leadership regularly because they always include regulatory updates, but also case law. We also love what our friends at All Tech is Human are doing with bringing legislation, regulators and big tech together to address issues in ethics.

2. Workflows

Document and codify your workflows and tool uses so you can train them. Yes, tech changes daily, and there’s a new generative tool for just about every use case, so don’t overcommit to any tool, focus on the workflow and the ways to automate or enhance with AI.

HOT TAKE: Build a step model with interchangeable tools so teams can test and land on the best platform.

3. Start Up-Skilling

Upskilling is the  concept of identifying how roles will shift based on new automated info, time spent or new needs to support AI efforts. Then, remap the roles of humans in this process. For example, we have put together a list of some of the shifts we’ve begun to re-skill:

• From designer to systems designer, ready to help develop brand look, tone and feel that can be managed through new production models, including training. Generative tools.
• From UX designer to UX professional, understanding the way experiences are evolving but moreover how we create personalized and game-changing experiences from data.
• From AAE’s manually auditing news coverage, to trends analysts able to configure and read high volumes of conversation, search data and trending subjects  and find trends/forecast the future.

HOT TAKE: Start up-skilling as part of regular biannual reviews, and daily teaching, not as a major workforce shift. A former CCO of mine told me, “don’t spook the talent”. And I agree, no reason for us to all lean to one side of the boat at the same time, let’s up-skill as we evolve, but never, ever forget about the importance of bringing our people along.

The best thing about Workforce 3 is the opportunity to grow, evolve and elevate in a profoundly important way. And here we are, creating an ethical tech future our children will be ready for!

As Pride Month, a time when the LGBTQIA+ community celebrates communal diversity, acceptance, and most importantly, equality for all, winds down, I’ve been reflecting on some of the recent news we’ve been hearing regarding the community. Like many of you, I sometimes take our ideals of pluralism, diversity and inclusion for granted, but what we’ve been recently witnessing firsthand has been truly an unsettling time for trans rights and queer visibility in product branding and advertising. From Bud Light to Target, companies are facing a wave of anti “woke” rhetoric that has been fueling toxic conversations about the rights of the LGBTQIA+ community to live safely without fear of hatred or violence.

I must be honest, as a cisgender, straight, white, male, I have no understanding or experience whatsoever of how it feels to have to hide who you are out of fear or concern that others will stare, make snide comments, verbally abuse you or worse. However, in listening and learning from our colleagues from the LGBTQIA+ community, you can clearly see the hate that’s been brewing towards that community – and it’s coming from multiple places. As marketers and communicators, we’re also readers and creators of public opinion. Our campaigns are depictions of how our societies are moving the needle on many social, economic and cultural issues, from climate change to social justice, and our work reflects the voices of our customers.

On the surface, it seems like our societies were becoming more accepting, and the LGBTQIA+ community was feeling increasingly comfortable and confident being publicly and fully themselves.

Yet, there’s been a very concerning groundswell of extremist rhetoric against LGBTQIA+ communities in both our societies and policies. In 2023 alone, more than 400 of pieces of anti-trans/anti-gay legislation filed in the US. Some weeks ago, the Human Rights Campaign (HRC) officially declared a state of emergency for LGBTQ+ people in the US for the first time in its more than 40-year history. In the UK, the conservative government blocked Scotland’s gender recognition legislation, which would allow people to change their legal gender without a medical diagnosis.

And in Canada, while the governments have so far been more liberal in nature regarding the  LGBTQIA+ community from a legislative point of view, the level of comfort and safety for the community has become worse. There’s an active movement to spread hate and misinformation from anti-LGBTQIA+ advocacy groups. Further proof of the backlash comes from Statistics Canada, showing between 2019 and 2021, there was a 64 percent uptick in hate crimes targeting sexual orientation.

Any decent marketing strategist will tell you pandering to a minority for the sake of clout or ‘perceived’ sales without an authentic commitment to your company’s values, will always backfire.

However, when done with authenticity, value based campaigns that legitimately support the communities they’re targeting are fundamentally rhetoric-proof.

“The goal is to make ‘pride’ toxic for brands,” is what one commentator said on Twitter. In the case of Target and Bud Light, in my opinion, caving to bigoted pressure is what cost them the negative brand recognition. We all know social media can feed on and promote outrage and the acknowledgement, even from a vocal few, will continue to reinforce those bad behaviors and fuel the conversation to keep going.

The reality is that for every Target and Bud Light, there are many brands like Reebok, Nike, Calvin Klein, The North Face, and Disney and many more doing the right thing. They have all taken a stand to defend the values of their marketing campaigns; values of diversity, inclusion and equity.

Make no mistake, standing up for what you believe in, even as a multi-billion dollar corporation, is not for the faint of heart. But if we’re ever going to have a hope for equity, we have to make sure the ones who are causing the issue, the ones spreading the misinformation and the ones creating the coalition of hate realize they are the ones who need to change.

We all know the old adage misery loves company. Let’s not allow that to happen.

We need to do more to change the current narrative about the LGBTQIA+ community.  Yes, we have to continue to make noise with our local representatives and elected officials, we should donate to advocacy groups and we can continue to educate ourselves and those around us. But, I believe the most important thing we can do is to be a proactive ally – and I do mean proactive. We need to keep talking to our customers, shareholders, and other brand constituents with value based campaigns. But we also have to push back – against any aggression, regardless of how small, so it doesn’t go unmatched and become something bigger.

In the same vein, I also believe we need more voices – more white, straight, cis-gender voices – to speak up more often. We cannot let the community that’s being targeted by hate be the only ones advocating for their rights. As Helen Keller said so famously, “Alone we can do so little; together we can do so much,” and progress towards equity is going to take everyone.

The Cannes Lions International Festival of Creativity 2023 last week was whirlwind. From seven shortlists, which resulted in two wins, to a re-creation of the Cheetle statue in Cannes, this was a record-breaking year for Citizen.

And while seeing the work recognized on such a global platform – amongst the best of the best – is a great honour in itself, Cannes is about an entire industry of creatives and marketers coming together, learning from each other and basking in all the inspiration found on the French Riviera.

We asked our Citizen Cannes-goers to share their best picture from the week with us – here’s what they had to say!

Abeer Verma – Creative Director

“Only Spike Lee would start an acceptance speech with “The fact that I’m up here is an accident…” and end it with “Keep doing your thing”. A storyteller still very much in love with their craft. Also, a lesson is personal branding and style.”

Nick Cowling – CEO

“Having our name on seven shortlists and walking away with our first agency-led Lion (x2!) is tough to beat – but I have to say, seeing the Cheetle statue getting its own Cannes badge was pretty cool! What a week.”

Shirley Xu Wang – Art Director

“This was definitely one of the most creative talks I went to – it was a musical! The artistry was incredible and they delivered such a great message on how our voice is everything when it comes to creativity. And the fact that I was learning from incredible creatives from Japan shows how Cannes brings so many people together from around the world.”

Jenn Duggan – President, Ontario & West, Canada

« Hearing from inspirational global leaders and brands in a room full of marketing and creative experts was incredible. Here, Estee Lauder’s Global Changemaker, Amanda Gorman, is speaking on how Personal Impact is Personal and it got me thinking about how Citizen’s impact goes beyond our clients and partners; each one of us has an impact on our community around us – whether at work or outside. »

Mike Lo Nam – Creative Director

“Left Cannes with one of the best pieces of advice I could ever get from a jury – “Don’t look at winning work. But look at those that didn’t win. And try to understand why they didn’t.”

Alex Green – Vice President

“Seeing our work on the boards with the best of the best from around the world was truly a humbling and inspiring experience for me. It gave me a new outlook on the type of work I know Citizen can and will continue to create in the future.”

Josh Budd – Chief Creative Officer

“Cannes is all about the work… but it’s also all about concentrated time with colleagues and clients. This picture is from a dinner with Citizen, PlusCo colleagues, and Citizen clients where we spoke about our ambitions for the next year and how we’re going to get there. Guards are down, no one is running to pick up kids/walk the dog, and everyone is inspired and motivated by the same work and the same standards. That’s the magic of Cannes.”

The sun was scorching on the French Riviera for the 2023 Cannes Lions International Festival of Creativity and Citizen also flew in hot, earning six shortlists for their Cheetle in Cheadle campaign and ReclaimYourName.dic campaign before the week officially kicked off!

On Day One the agency, alongside client PepsiCo Canada, took home both a Silver and a Bronze Lion for Cheetle in Cheadle – Citizen’s first agency-led Lions! Another shortlist was quickly added for ReclaimYourName.dic, a non-profit campaign with partner Elimin8Hate.

By the end of the week, Citizen earned a total of 7 shortlists with 2 wins, marking a memorable midpoint to a historic year.

Wins:

– 1 Silver – Cheetle in Cheadle for OUTDOOR: Ambient Outdoor

– 1 Bronze – Cheetle in Cheadle for OUTDOOR: Special Build

Shortlists:

Cheetle in Cheadle

• DIRECT: Ambient Media Large Scale
• SOCIAL/INFLUENCER: Single-Market Campaign
• SOCIAL/INFLUENCER: Organic Reach & Influence

ReclaimYourName.dic

• PR: Cultural Insight
• SUSTAINABLE DEV GOALS: Reduced Inequalities

“The Cannes Lions Festival is the undisputed global benchmark for creativity, so to be recognized is a tremendous honour for our agency and partners,” commented Citizen CEO, Nick Cowling. “Yet, in many ways, I feel like we’re just getting started with this new evolution of Citizen.”

Neither campaign is a stranger to award accolades in 2023; these two Lions are in addition to nearly 40 others for the year, including hardware from the PRWeek Global Awards, PRovoke Media’s North American Sabres, The One Show, the Clio Awards, Strategy’s Marketing Awards and more. ReclaimYourName.dic was included in Fast Company’s World Changing Ideas list alongside a Webby Award win.

Citizen is grateful to the teams behind the winning campaigns, the clients who trusted them with the vision, and to the jury at Cannes for the incredible global recognition.

Voici Bref, votre nouveau tour d’horizon mensuel des conversations qui comptent pour Citoyen. Nous vous proposons de courtes réflexions sur les dernières actualités du monde entier afin de vous aider à rester au courant des grands titres lors de vos prochaines discussions à la machine à café, dans la salle de réunion virtuelle ou lors d’un dîner.

MIEUX SAVOIR, MIEUX FAIRE 

Comme le dit le vieil adage, quand on sait mieux, on fait mieux. Une multitude d’études et d’avertissements récents brossent un tableau alarmant des médias sociaux et de la santé mentale, en particulier chez les jeunes. Nous savons que plus les enfants sont équipés tôt de téléphones intelligents, plus leur santé mentale à l’âge adulte se dégrade (source). Nous savons qu’avec l’augmentation de l’utilisation des médias sociaux, les adolescents s’autodiagnostiquent de plus en plus avec de l’anxiété et de la dépression (source). Par contre, il existe des données qui mettent en évidence les effets positifs des médias sociaux – comme le fait de trouver une communauté ou d’atteindre un objectif ensemble – mais le temps passé devant l’écran remplace généralement des activités comme le sommeil, l’exercice et les relations sociales qui sont vitales pour le développement du cerveau. En tant que communicateurs, nous pensons que les marques ont un rôle à jouer. L.L. Bean a abandonné les médias sociaux en mai, préférant inciter ses clients à passer plus de temps dans la nature, tandis que TikTok a lancé des ressources et des kits d’outils sur la santé mentale. Les marques peuvent et doivent être conscientes de l’impact des médias sociaux, et nous continuerons à conseiller nos clients sur la création d’espaces en ligne qui favorisent la connexion et les expériences partagées, en laissant les enfants être des enfants.

CROCS ET ALLBIRDS

Lorsque Crocs a annoncé un retard dans son engagement net zéro, Allbirds s’est empressé d’offrir ses outils, tactiques et stratégies pour l’aider à atteindre cet objectif. Allbirds, qui (par coïncidence ?) sortira l’année prochaine la première chaussure net zéro au monde, est notoirement transparente et est allée jusqu’à partager une adresse électronique sur LinkedIn pour envisager un partenariat avec Crocs. Le changement climatique étant cité comme l’une des principales préoccupations des consommateurs, Crocs a peut-être raison d’adopter cette approche. Crocs a déjà le vent dans les voiles, mais nous apprécions l’ouverture et la collaboration pour élever le niveau de l’industrie.

SOYONS HONNÊTES

Une nouvelle preuve que la vulnérabilité d’une marque engendre le fanatisme. Au lieu de défendre les raisons pour lesquelles les leggings Align valent leur prix, Lululemon s’est adressé directement à la génération Z en invitant tous ceux qui possédaient une copie à l’échanger contre l’original lors de son « dupe swap« . La génération Z est plus susceptible que tout autre groupe (24 %) de vouloir que les gens remarquent ce qu’ils portent, ce qui a rendu la tendance ‘’dupe’’ proéminente au sein de ce groupe d’âge. Lululemon prouve que même si les imitations de marques de luxe sont presque parfaites de nos jours, le vrai produit a de l’importance.

VOUS TIREZ LA CHASSE !

Pendant des siècles, les corps menstrués n’ont pas eu accès à des serviettes hygiéniques jetables. Jusqu’à présent. La marque londonienne Fluus a appris que 0 % des produits hygiéniques sur le marché sont étiquetés comme étant jetables, alors que 30 % d’entre eux finissent dans les égouts et les canalisations. De ce fait, on estime à 28 114 tonnes la quantité de déchets générés chaque année par les produits menstruels au Royaume-Uni. Les produits Fluus, qui bénéficient d’une technologie biodégradable sans microplastique en instance de brevet, contribuent à rendre les règles moins nocives. La marque espère qu’il ne s’agit là que de la première étape vers une diminution du nombre de produits en plastique qui finissent dans les égouts et les décharges.

INFLUENCEUR : REDÉFINI

Le monde du marketing d’influence a connu une évolution rapide au cours de la dernière décennie. Peut-être qu’un marketing d’influence plus poussé n’est pas ce dont toutes les marques ont besoin. Les marques doivent plutôt réévaluer la façon dont elles pratiquent le marketing d’influence et comprendre comment la définition fondamentale d’un influenceur a évolué. Notre Cheffe de la stratégie numérique, Crystalyn Stuart-Loayza, et notre Vice-président principal du marketing d’influence, Neil Mohan, ont discuté de la façon dont l’influence moderne est en train d’être redéfinie dans notre dernière diffusion en direct sur LinkedIn.

Strategy’s 101st Marketing Awards on June 6th brought together Canada’s creative best of the best at the Art Gallery of Ontario, celebrating work that has made an impact, not just in Canada, but across the world. Two Citizen campaigns were awarded 10 golds, 1 silver and 1 Best in Show, placing Citizen in 3rd place for medal count amongst all agencies.

“Multicultural casting is not multicultural marketing.”

Bobby Sahni said it best when introducing the Multicultural category, where Citizen’s ReclaimYourName.dic campaign for Elimin8hate was the most awarded of the evening, taking home 10 Golds and a Best In Show in the Multicultural and Public Service categories. Recently earning a spot on 2023 Fast Company’s World Changing Ideas list, the custom plug-in dictionary of Asian names is now being added into current and future Microsoft 365 application updates. The campaign took home awards for:

Public Service Category:

• Gold – Campaign led by PR
• Gold – Integrated Campaign
• Gold – Online

Multicultural Category:

• Best of Show Public Service
• Gold – Digital
• Gold – Integrated Campaign
• Gold – Online Film
• Gold – Out-of-Home

In the Advertising and Digital categories, Citizen’s Cheetle in Cheadle campaign for Pepsico Canada continues its winning streak, bagging 2 Golds and a Silver. A murmur of recognition could be heard through the crowd upon announcement, a reflection of the incredible reach this cheesy 17 foot tall statue achieved globally. Cheetle in Cheadle took home awards for:

Advertising Category:

• Gold – OOH Ambient Large Scale
• Gold – OOH Experiential
• Silver – PR Community Building

Digital Category:

• Gold – Social Media

“We’re proud to have our work celebrated alongside the best our country has to offer,” says Citizen’s Chief Creative Officer, Josh Budd. “The Marketing Awards is further recognition of the effort, energy, and ambition coursing through the agency and every one of our Citizens these days…and this momentum is continued fuel for us to achieve the mission we’re on for consistent excellence in earned-first creativity.”

As we kick off PRIDE Month, we recognize that Pride means a lot of different things to a lot of people and there is no one experience that defines the community. Today, we hear one of those experiences from our Managing Director, Experiential, Kevin Wagman, as he shares what PRIDE means to him and how he celebrates in Toronto, Canada.

I consider myself at this point in life to be an “OG” – Original Gay.  (Really, that’s just an age thing.) And with my OG status, I’ve been afforded certain privileges over the years, which I have come to embrace.

A few privileges that come to mind include being at Toronto PRIDE in the ’90s before it was mainstream and just a handful of blocks of Church Street, watching the PRIDE flag raised at City Hall in Toronto for the first time in 1993 on the “courtesy flagpole” and finally, watching the movie Torch Song Trilogy at the Carlton Theatre back in high school – the first time I ever saw a gay content movie (though full of stereotypes) with characters and actors that were “like me”.

After 28 years of celebrating Toronto PRIDE, and having the privilege of seeing our community grow, it’s amazing how different it’s looked over the last few years. From no parades in 2020 to being fully ‘back outside’ last year, this year, I’ve reflected on what PRIDE actually means to me.

1. PRIDE is about acknowledging the choice of freedom that I have. I’m privileged  to live in Toronto, a city that celebrates our history and preserves our landmarks, even if just recently
2. PRIDE is about being able to wear whatever I like and not be judged for it – including very short shorts and very tight Ts (in the ’90s, at least). Fashion is such an integral part of queer culture, whether it’s in the form of drag, camp fashion or gender-fluid clothing.  In the  words of Ru Paul “we’re all born naked and the rest is just drag”
3. PRIDE is about family, not just the ones you’re born into, but the family that you choose  – my friends who love me unconditionally (and ok, let’s be honest, sometimes with conditions). Our chosen family are the community that rejoices with and for you – especially in those times we’ve had to hide who we are
4. PRIDE is about acknowledging that while we revel in recent medical vaccine breakthroughs, every year more people around the globe – including my friends – continue to contract HIV, and worse, are stigmatized for it despite leading perfectly normal lives
5. PRIDE is about recognizing that identities are constantly evolving and there’s always room for more. I used to belong to the LGB community which is now  the 2SLGBTQI+ community and hey – the more the merrier.  It’s about realizing that there is space for everyone on this colourful spectrum and no one experience is taking away from another

Right now, the community is going through a tough time around the world. We’re seeing growing intolerance and bigotry, even with something as simple as PRIDE decorations. So I understand if ‘privilege’ isn’t a word that immediately comes to mind for many this month. But we can’t forget how far we’ve come and to celebrate the strides the community has made – and it’s made MANY.  So this OG feels privileged.

However you choose to celebrate, have a fabulous PRIDE month!

En 2022, Elimin8Hate — une branche du « Vancouver Asian Film Festival (VAFF) » — a développé le premier module d’extension de dictionnaire personnalisé au monde ReclaimYourName.dic, contenant plus de 8 000 noms asiatiques et qui supprime le soulignement rouge marquant une faute de frappe, en partenariat avec Citoyen Relations. Aujourd’hui, l’initiative a été reconnue par Microsoft et est ajoutée aux mises à jour actuelles et futures de l’application Microsoft 365, y compris Microsoft Word. Le dictionnaire est une première étape indispensable pour créer une culture d’appartenance et d’inclusion pour tous — et un excellent moyen de célébrer le Mois du patrimoine asiatique !

La campagne, qui a reçu une multitude d’éloges au cours des dernières semaines, soutient la mission d’Elimin8Hate, qui consiste à démanteler et à éliminer le racisme anti-asiatique dans le monde entier. L’adoption d’un nom anglicisé est une pratique courante pour les Asiatiques, mais au lieu de leur faciliter les choses, leur bien-être émotionnel en souffre, souvent accompagné d’une perte d’identité. Le fait de voir que votre nom est souligné en rouge comme une faute de frappe est un exemple clair : si vous êtes asiatique, vous n’avez pas le droit d’avoir un nom anglicisé et si vous êtes asiatique, vous n’êtes pas à votre place. La campagne ReClaimYourName d’Elimin8Hate est intervenue pour montrer son action et son soutien aux Asiatiques en normalisant leurs noms. Le fait que Microsoft, le plus grand géant technologique du monde, prenne cette mesure est une grande victoire, non seulement pour la campagne, mais aussi pour la création d’une expérience inclusive pour tous.

« Chez Microsoft, notre mission est d’offrir à chaque personne et à chaque organisation de la planète les moyens d’accomplir davantage », a déclaré Chris Barry, président de Microsoft Canada. « Nous avons l’intention d’utiliser notre portée mondiale pour susciter des changements positifs dans les communautés où nous vivons et travaillons. Des milliards de personnes utilisent les applications Microsoft chaque jour pour le travail, l’école et la vie, et des initiatives comme le dictionnaire ReClaimYourName d’Elimin8Hate contribueront à rendre cette expérience plus inclusive pour tout le monde. »

Outre une récente victoire aux Webby Awards et plusieurs prix One Show, Clio, ADC, PRWeek Global et Sabre, la campagne a figuré dans la liste 2023 des idées qui changent le monde de Fast Company dans la catégorie « lieu de travail ».

Last week, The One Club for Creativity held their annual Creative Week in New York City, celebrating the global creative community and all their work with a series of showcases and events. 

Citizen took home the Silver Cube in Advertising: Design for Good for its work on the Reclaim Your Name campaign for Elimin8Hate at the 102nd ADC Annual Awards. The awards honour the best creative talent and groundbreaking work across various creative disciplines. Along with the win, Citizen received 12 shortlists (!!) for Reclaim Your Name, Cheetle in Cheadle by Cheetos and the Citizen rebrand. 

“Reclaim Your Name is such an important message and to see it reach new heights and reach more people is an extremely fulfilling moment. We hope it plays a small part in creating a culture of inclusivity for all, but especially the Asian community,” said Mike Lo Nam, Creative Director at Citizen, who worked closely on the Reclaim Your Name campaign. 

The week wrapped up with the 50th One Show awards, a celebration of the best of the best in the industry, making it The One Club for Creativity’s most prestigious and meaningful program. Citizen won two Merit Awards and two Pencil Awards at the show in the following categories:

• Silver Pencil in Out of Home: Experiential & Installations for Cheetle in Cheadle
• Bronze Pencil in IP & Product Design: Innovation & Transformation for Reclaim Your Name
• Merit Award in Cultural Diver: Pop Culture Impact for Cheetle in Cheadle
• Merit Award in Health & Wellness: Public Relations for Reclaim Your Name

The recognition for these campaigns is not just a big win for Citizen’s PR teams but also the Creative teams that took the work to the next level. Speaking on the wins at Creative Week, Abeer Verma, Creative Director, said, “This is a great representation of Citizen’s creative approach, and it’s a huge honor to see it validated by an organization that has set the global standard for 50 years.”

A huge thank you to The One Club for Creativity for recognizing this work and congratulations to the Citizens and client partners that made this possible!

Earlier this week, Citizen Relations took home awards at the PRWeek Global Awards in London for ReclaimYourName.dic and at Strategy Magazine’s Shopper Innovation + Activation (SIA) awards in Toronto for Cheetle in Cheadle.

The PRWeek Global Awards celebrated the best in global PR excellence, bringing together the brightest and most innovative minds from Europe, North America, LatAm and Asia. Citizen’s ReclaimYourName.dic campaign for Elimin8Hate won two awards and a high commendation in: 

• Brand Product Development – Winner
• Non-Profit – Winner
• Campaign of the Year – High Commendation

Across the pond in Toronto, Strategy’s SIA Awards celebrate the best new thinking in retail innovation and shopper marketing. The Cheetle in Cheadle campaign for PepsiCo Foods Canada won four awards in the following categories: 

• Small Budget, Big Award – Gold
• ROI – Gold
• Experiential – Silver 
• Overcoming Challenge – Bronze

2023 has already been such a standout year for Citizen. Jenn Duggan, President of Ontario & West, Canada, says “We’re honoured to have our Canadian work recognized across the globe and I’m incredibly proud of our teams.”

A huge thank you to PRWeek and Strategy for the recognition and congratulations to the Citizens and client partners who made it all happen!