Category: News

Global communications agency, Citizen Relations, has been named to PRNews’ 2026 Agency Elite Top 120 list. This recognition on one of the industry’s most respected list of PR agencies is a testament to the increased momentum the agency has had over the past year. PRNews is dedicated to spotlighting the most innovative public relations and communications firms of the year, celebrating those who demonstrate excellence, creativity, and impact year after year.

Citizen’s success is the result of continuous investment in its global capabilities and people. Over the past year, the agency has expanded its global portfolio with new clients, promoted staff members to new leadership roles, bolstered their integrated offerings with AI, and launched their 2024 Connections Report — all designed to give clients a competitive edge and drive unignorable campaigns

Citizen’s performance at the PRNEWS Awards extended beyond the agency level. Earlier this month, Alex Green (SVP, PR) was individually honoured as a PRNews Agency Innovator, a highly-coveted recognition for leaders who are redefining the industry by driving growth and transformation. A true tomorrow-first thinker, Alex embodies the spirit of innovation we champion across the agency. 

Spruce’s “Who Let The Dogs Out” campaign was also given an Honourable Mention for PRNews Platinum Awards’ CPG Campaign of the Year. The campaign created buzz for its successful launch of Spruce Weed & Grass Killer using a playful, nostalgia-driven spin on the Baha Men’s famous anthem to highlight the product’s pet-safe differentiator. Exceeding KPIs by 647%, this campaign took over social media and retailers, changing the conversation about weed & grass killers.

The Agency Elite Top 120 recognition adds to a successful year for Citizen and honours those who demonstrate excellence, creativity, and impact. With integrated teams across PR, Digital, Strategy, Creative, Insights & Intelligence (I&I), and Experiential, Citizen excels at staying ahead of trends and making bold moves for its clients. 

Most recently, Citizen has received accolades at the SABRE Innovation Awards, North American SABRE Awards, CLIOs, PRWeek Purpose Awards, Canadian Event Awards, The Drum Marketing Awards and ILEA E-Spirit Awards. Citizen’s sustained performance is highlighted by other agency-level titles, such as Strategy 2024 PR Agency of the Year (Silver) and Campaign 2023 Global PR Agency of The Year (Bronze). 

Earlier this week, Citizen’s Jordan Hernandez, was named one of the Top 25 honorees at the Diversity Action Alliance G.E.M.S. Honors. This year’s awards celebrate “Purpose in Action,” recognizing those professionals who lead with intention and create lasting impact.

Jordan exemplifies the three key qualities the G.E.M.S. Honors recognizes: she’s a groundbreaker moving with clarity and conviction, demonstrates excellence through value-driven work, and creates meaningful impact through her work. 

“As head of our content marketing, Jordan makes sure diverse voices and perspectives are front and center in everything we create,” said Sue Jackman, EVP, Marketing & Growth at Citizen. “Jordan genuinely believes that when you succeed, you should help others succeed too, and she lives that every day. She’s always looking for ways to lift up the people around her, and that’s what real leadership looks like.”

At Citizen, Jordan leads strategic content marketing initiatives that have significantly grown Citizen’s industry presence and established their thought leadership. She also serves as co-chair of the Global Racialized Affinity Group and member of the Global EDI Committee and Mentorship & Professional Development Committee, bring to life her passion to lift up others. 

Beyond her professional role, her community impact is extensive: she’s a board member for not-for-profit Party with Purpose, supporting children’s charities, a co-founder of the Hernandez Family Foundation for education, and founder of Completely Booked, a diverse literary community. She volunteers with food distribution efforts in her Hoboken community and is currently training for her second NYC Marathon to raise funds for charity. 

The G.E.M.S. Honors philosophy that “purpose gives meaning to the metrics” perfectly captures Jordan’s approach, demonstrating that true leadership means lifting others as you climb. Congratulations to Jordan on this well-deserved recognition!

Potential. It’s a word filled with possibility; the promise of something smarter, sharper and with no opportunity left untapped. At Citizen, our mission to unleash this potential begins within our own walls. 

Our annual internal value awards, The Mods, recognize those Citizens who truly embody our core values and, in doing so, bring our mission to life. This year’s winners are a testament to what’s possible when we live by our values every day. They are the individuals who fuel curiosity, instill confidence, and inspire courage in all of us. They don’t just talk the talk; they walk the walk, setting the standard for what it means to be a modern Citizen.

This year’s winners were anonymously nominated and then shortlisted and scored by a judging committee. Four were selected to win an all-expenses paid three days at any of the 10 Citizen offices across North America and Europe.

Here they are:

1. Motunde Sotuminu, Account Executive (LDN)

Motunde, a former journalist turned PR professional, has been at Citizen for close to a year and already made a mark on her teams and clients! Known for being a “force of good,” Motunde actively takes part in the London office’s EDI initiatives and Citizen’s Professional Development & Mentorship Committee. One nominee says, “A true problem-solver, she takes ownership, inspires others, and stays ahead of industry trends. Her commitment to improvement and ability to get things done make her an invaluable team asset and a role model for excellence.”

When asked how she brings Citizen’s value of Setting the Standard to life, Motunde said, “Keep the bar high. I should everyday try and jump, and try to meet that standard. Sometimes I will fall. That doesn’t change the standard. That doesn’t change that the standard is excellence.”

Congratulations Motunde!

2. Jerry Yang, Manager, Intelligence & Insights (TOR)

Jerry, a boomerang Citizen, has been with the agency for nearly four years and is beloved in the Toronto office, completely unrelated to the fact that he leads the office’s Culture Committee. Jerry has been described by one nominee as “a flexible, genius-level contributor who always gets the answers you didn’t know you needed.”

When asked how he brings Citizen’s value of Empower Curiosity to life, he said, “I am naturally a curious person . . . Which is why I’m always so eager and so willing to jump on opportunities where I can mentor or teach other citizens how to be curious about something”

Congratulations Jerry! 

3. Ellie Deutsch, Senior Account Executive (NYC)

In her three year journey at Citizen, Ellie – and her Cavapoo, Oliver – have come to be known as a burst of positivity in the New York City office. From always being ready with whatever task is thrown her way to lending her beautiful voice at the end of year global townhall, she never shies away from a challenge. One nominee said, Ellie exemplifies what it means to champion equity. She makes sure everyone has a seat at the table, creating space for open dialogue and inclusivity.” 

Ellie shares, “My goal from 9 to 5 is to create an environment where people feel comfortable, sharing their authentic selves… I pride myself for being present for both the highs and lows, convinced that a foundation of warmth paves the way for exceptional work and stronger collaboration.”

Congratulations Ellie! 

4. Sophie Brewer, Account Director & Creator Specialist (LDN)

Sophie got her start at Citizen six years ago as an intern and has quickly risen to Account Director & Creator Specialist. In the London office, Sophie’s known to bring her ‘can do’ attitude to work everyday, with one nominee saying, “Sophie demonstrates courage and conviction in her actions; she speaks up and challenges behaviours that aren’t what is right for the client or agency and are willing to step outside their comfort zone to do what they believe is right.”

As a long-standing Citizen, Sophie is a huge proponent of creating an environment of positivity to help the team thrive. She says, “Some of our best ideas can sometimes come from the newest or most junior team members, and I always make it a point to give everybody a voice and a chance to contribute . . . empowering curiosity means every voice matters on the team.”

Congratulations Sophie! 

Learn about last year’s winners here.

Summer means many things: concerts, outdoor patios, relaxing in the park and hydration season! This summer, our integrated teams quenched Canada’s thirst for authentic experiences with three refreshing campaigns for our clients, Perrier and Essentia, that proved the best ideas bubble up from creative collaboration.

Oui Can Do It: Bringing Paris to Your Patio

This summer, Perrier wanted to surprise Canadians with the joie de vivre of France. Our Experiential and PR teams transformed patios across Toronto and Vancouver into vibrant Parisian bistros for the “Perrier Terrasse” campaign. Our on-ground crew crafted authentic French bistro vibes – complete with a French accordion player and an artist creating live French fashion sketches of the guests. Our PR team secured coverage of the launch and ongoing activation across lifestyle and events outlets, calling it a must-visit summer experience that had Canadians saying “bonjour” to European sophistication. Meanwhile, our Citizen influencer experts partnered with local creators to generate drool-worthy content that drove OpenTable reservations faster than you could say “café au lait.”

Sober Curious? We’ve Got Your Number (And Your Quiz Results)

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To get MAISON PERRIER Chic’s latest mocktails in front of Canadians, our Digital, PR and Experiential teams cooked up the “Chic Alter Ego” quiz – because who doesn’t want to discover their mocktail personality? We positioned the campaign at the forefront of the “sober curious” movement, while our influencer partners showcased mindful indulgence that looked as good as it felt. We brought our Chic activations to Montreal’s Mural Festival, Vancouver’s Jazz Festival and Toronto’s Union Summer, giving our audience the chance to discover their ‘Chic Alter Ego.’ The result? A campaign that made choosing not to drink feel like the chicest choice of all.

Performance That Packs a Punch: Essentia Gets Essential

For Essentia’s ongoing “Unstoppable Self” campaign, our Digital and PR team flexed their data muscles with a performance-driven creator program powered by our proprietary Performfluence model. We handpicked creators whose authentic lifestyles embodied Essentia’s resilience and ambition values. Our analytics team optimizes every post in real time for search enhancement, using user intent data and funnel-stage insights to ensure each piece of content drives maximum impact for the brand. 

What made these campaigns flow seamlessly? Cross-functional collaboration that would make a Michelin-star chef jealous. Our PR, Experiential and Digital teams didn’t just work together – they created a creative cocktail that delivered comprehensive audience engagement across every touchpoint that mattered.

Citizen’s SVP, Alex Green, has been recognized as PRNews People of the Year “Agency Innovator”, an accolade that celebrates the most visionary and impactful leaders in the PR industry. This recognition highlights professionals who have expanded their firm’s offerings and spearheaded winning campaigns. The Agency Innovators category specifically honors those who have helped their firm grow in client base and revenue, a definition Alex has more than lived up to.

In her six-year tenure, she has led remarkable growth, particularly in the past year, by spearheading key business wins, including Nestle Confectionery and Nespresso Canada. Her strategic leadership of the Nespresso win seamlessly integrated, strategy, innovation, digital, creative, and experiential teams, to deliver substantial revenue growth.

Her impact is perhaps most visible in the stunning success of the campaigns she’s led. Since 2022, her work has garnered over 40 industry awards, including top honours from the Cannes Lions Festival of Creativity, The One Show, CLIOs, and The Webby Awards. She led the “Cheetle in Cheadle”campaign for PepsiCo Canada as the primary account lead, a campaign that didn’t just achieve excellent results (2.2 billion impressions and a 47% regional sales increase), it became a cultural phenomenon, appearing on Jimmy Kimmel Live and Jimmy Fallon’s Tonight Show. 

As Senior Vice President, Alex is central to Citizen’s success. Her trust-based relationships with clients enable her to fearlessly weave new products, services, and POVs into brand work while delivering industry topping results. Her constant curiosity and collaborative spirit have positioned her at the forefront of innovation, embodying the very essence of an Agency Innovator.

“Alex’s innovative mindset, strategic thinking, and creative outlook has delivered every time,” said a long-time client at Citizen. 

Citizen Relations is incredibly proud of Alex and congratulates her on this well-deserved recognition! 

The ILEA Esprit Awards, presented by the International Live Events Association, are widely recognized as the most inclusive and prestigious show in the global live event industry. At this year’s show, global communications agency, Citizen Relations took home a double win for their “Chill Train” campaign for Molson Coors. 

The campaign was honoured with wins for:

• Best Event Logistics
• Best Marketing Event

Born from the insight that Canadians were looking for their own Big Game moment, the Chill Train campaign gave Canadians their own ‘sub-zero spectacle.’ Citizen brought the idea to life across the country, frosting over street lights, benches, bike racks, and even a hot dog cart! 

The integrated campaign is no stranger to success. Earlier this year, the Chill Train campaign won top honours at the Canadian Event Awards and at the PRovoke Media’s North American SABRE Awards. The success of the campaign is a testament to the team’s agility and ability to create culture-driving immersive experiences for consumers. 

These wins come off the back of continued momentum at Citizen, with new business wins including Nespresso Canada, Nature’s Path North America and Jack Link’s Canada, plus recent wins at The Clios, The Drum Awards, and PRWeek Purpose Awards. 

We’ve all felt creatively stuck, defaulting to familiar approaches. In an industry shifting toward “earned-first, cultural creative,” that’s no longer enough. Add to this the industry’s obsession with youth culture and digital natives, and many experienced professionals across all fields find themselves facing an uncomfortable reality: being seen as too set in their ways or out of touch with emerging trends.

But what if the solution isn’t trying to chase every TikTok trend? What if it’s about developing something more valuable – creative agility that transcends experience.

Enter: Creative Range of Motion (CROM)

We’re well versed with the value of physical mobility/flexibility for our physical health and longevity. For creative professionals across all fields, developing creative flexibility is equally valuable for a long and healthy career. CROM is a first-of-its-kind tool designed to assess and expand your creative flexibility, just like athletes develop physical flexibility for peak performance.

The tool measures the ability to ideate and execute across diverse styles, tones, mediums, and cultural contexts. Think of it across three dimensions:

• Ideational Flexibility: Can you develop concepts for B2B tech and Gen Z beauty brands equally well?

• Executional Flexibility: Can you create everything from TV spots to TikTok content to PR-worthy stunts?

• Strategic Range: Can you solve problems through insight-driven storytelling, purpose campaigns, or cultural moments?

Why CROM Matters

According to AARP, 82% of marketing and advertising employees fully expect to be aged out of the industry as early as their mid-30s. And yet, 7,000 marathoners from last year’s NYC Marathon were between 55 and 88. We stretch our bodies, why not our creative muscles? And while brands prioritize authentic storytelling and cultural relevance, we often overlook the demographics that still control significant spending power.

The answer isn’t trying to be younger – it’s being more creatively versatile. Strong CROM helps avoid pigeonholing, staying adaptable as roles evolve, and solve problems in genuinely relevant ways, regardless of your career stage or title.

Building Your CROM

The strongest marketers  regularly assess and stretch their range across tone, format, category, and strategy. Like any fitness routine, developing CROM requires intentional practice and stepping outside your comfort zone. Try: 

1. Creative Cross-Training: Practice outside your comfort zone—social creators should try radio, traditional creatives should make TikToks.
2. Collaboration Sprints: Partner with people who work completely differently than you.
3. Reverse Briefing: Approach existing briefs from new angles—earned-first, meme-first, experiential-first.

Whether you’re a junior experimenting with everything or a seasoned marketer looking to stay agile, there are specific exercises and frameworks that can dramatically expand your creative flexibility.

Strong CROM makes you a more versatile creative professional and valuable strategic partner. When you can approach problems from multiple angles, you become the person clients and colleagues turn to for breakthrough thinking.

Interested in your own Creative Range of Motion? Get in touch with us at info@citizenrelations.com

Global PR agency Citizen Relations is announcing significant appointments and advancements within its Creative & Strategy team, led by Chief Creative Officer, Josh Budd. Building on recent global talent investments, the agency is doubling down on creative firepower with a fresh roster of talent, reinforcing Citizen’s commitment to pushing creative boundaries and delivering impactful, integrated solutions.

Following the recent promotions of Travis Myers and Jess Richards to Creative Directors, Lindsay Page has been appointed EVP, Head of Strategy. The Creative team has also added two new creative duos:

• Jon Dick as Senior Copywriter + Heather MacDonald as Senior Art Director
• George Hobby as Junior Copywriter + Grace Zhou as Junior Art Director

Jon joins from McCann Canada with award-winning campaigns recognized at Cannes Lions, The One Show and CLIOs. Heather brings over a decade of experience from Sid Lee, Anomaly, Ogilvy, and Grey, with work earning accolades from Cannes, CMAs, and the One Show. Grace and George come from Miami Ad School with impressive accolades, including Grace’s Young Ones Student Merit award and George’s Gold win from the National Advertising Challenge.

“We’re not just hiring individual talent, but building a roster of complementary skills and perspectives that make us collectively better creatives,” said Chief Creative Officer, Josh Budd, who was recently named to Campaign USA’s prestigious 40 Over 40 list. “They embody the core characteristics we seek: good humans, good teammates, and great creatives, proven by portfolios that show they aren’t afraid to swing hard.”

The promotions of Travis Myers and Jess Richards recognize their exceptional leadership and consistent delivery of unignorable work, including Citizen’s award-winning campaigns for TurboTax, Egale Canada, and SickKids. Lindsay Page’s promotion to EVP, Head of Strategy recognizes her pivotal role in Citizen’s growth over her four-year tenure, leading campaigns such as ReclaimYourName.dic – named a Fast Company World Changing Idea – and Cheetle in Cheadle – a two-time Cannes Lion winner. With nearly two decades in the industry, Lindsay has been recognized as a judge for the Effie Canada awards and was ranked a Top 10 Planner in Strategy’s 2024 Creative Report Card.

These appointments come off the back of continued momentum at Citizen, with new business wins including Nespresso Canada, Nature’s Path North America and Jack Link’s Canada, plus recent wins at The Clios, PRovoke Media’s North American Sabre Awards, The Drum Awards, Canadian Event Awards and PRWeek Purpose Awards.

Citizen Relations’ Chief Creative Officer, Josh Budd, has been named to Campaign USA’s prestigious 40 Over 40 Awards, recognizing industry leaders who have made groundbreaking contributions to creative work and innovation while paving the way for the next generation of talent. 

A place on this year’s coveted list recognizes Josh’s remarkable 15-year trajectory as an agency evolutionary pioneer – someone who was among the first to disrupt the traditional agency model and recognize the power of integration before it became industry standard.

Transforming PR Through Creative Excellence

Since joining Citizen Relations four years ago as the agency’s first North American CCO, Josh has fundamentally transformed how the agency approaches creative work. He’s been instrumental in reengineering the business around creativity as a core currency, building the agency’s first global creative and strategy offering that repositioned Citizen as an earned-first creative powerhouse.

The results speak for themselves: under Josh’s creative leadership, Citizen has achieved its first Cannes Lions, D&AD, and One Show wins, along with multiple Agency of the Year honors – including Campaign’s Global PR Agency of the Year (Bronze) and Strategy’s PR Agency of the Year in 2024 (Silver) and 2023 (Gold). Industry bellwethers like the ICA Power List and Strategy Report Card now rank Citizen in the top 10 as Canada’s highest-ranked PR agency multiple years running.

Josh’s campaigns have sparked global conversation and twice landed on Fast Company’s World Changing Ideas list. Notable Citizen work under his helm include “Cheetle in Cheadle,” a cultural phenomenon that drove double-digit sales growth, and Elimin8Hate’s “Reclaim Your Name,” which advanced inclusion and normalized Asian identity worldwide.

Josh’s impact extends far beyond individual campaigns. A two-time PRovoke ‘Creative Professional of the Year’ (2023, 2024), he’s been recognized among Creativepool’s Top 100 Creative Leaders and The Drum’s World’s Most Awarded Creatives. He has served on juries including Cannes, D&AD, and the Effies, and regularly speaks on industry panels.

“Josh is much more than a great creative mind. He’s a great business leader, responsible for building and growing an incredibly talented and inspired team,” said Nick Cowling, CEO of Citizen Relations. “Josh has been a catalyst for creative curiosity and agency evolution, and this recognition from Campaign USA is a well-deserved acknowledgment of his leadership.”

Josh will be honored alongside fellow industry leaders at the awards ceremony in September in New York City. A huge congratulations to Josh on this well-deserved recognition, and to all the inspiring leaders earning a spot on the 2025 list.