Citizen Launches New Brand Of Digital, dComm3

February 01, 2023
Woman on Bench

Global communications agency expands digital services and significantly grows team to accelerate the impact of earned media

New York, N.Y. (February 1, 2023): Today, global communications agency, Citizen Relations, announced the expansion of its global digital capabilities. Boosting earned with the power of digital, their strengthened integrated service enables the agency to influence audiences more effectively, with more personalization, performance and dynamic content to better connect marketing, sales and data. 

“While Citizen has been providing social and digital communications services to its clients for years, we felt there was much more to be done,” said Nick Cowling, Citizen’s CEO. “We wanted to build an offering that would drive conversation surgically, bring our campaigns to life online in a truly connected fashion and deliver performance like never before –  our new digital team is doing just that.”  

Led by Crystalyn Stuart-Loayza, Citizen’s Chief Digital Officer, Citizen calls its new brand of digital “dComm3”, which brings together a growing team of 15+ technical experts across strategy, activation and intelligence, embedding digital across the way earned programs are built, executed and measured – ultimately bridging brands into what’s next in web 3.

“Our brand of digital communications challenges convention with innovative solutions in four key ways, “ says Stuart-Loayza. “To start, we’re building next-generation content performance and effectiveness models boosted with orchestrated tech and high automation for faster, more effective ways to communicate.  Secondly, we’re leading in off-page search, bridging Citizen’s conversation know-how with user intent to capture greater share of market and voice. We’re also leading the next generation of social with owned communities and a new breed of web-forward community engagement for more digital intimacy and value. Finally, we’re focused on evolving the influencer marketing landscape with entirely new models that bridge media buying, affiliate, social algorithm hacks and a new breed of creator collaborations for clients seeking solutions in this growing category of influence.”

dComm3 has already begun to seamlessly orchestrate modern solutions for Citizen clients, including Molson Coors, and is actively acquiring talent that bolsters the agency’s capability across the following categories:

Citizen’s evolution aims to digitally enable and empower its clients to achieve better communications results today,  test and learn from new collaborations/models and solutions and push the boundaries as the digital world rapidly changes. 

Citizen’s digital communications team (practicing dComm3) is led by: 

  • Crystalyn Stuart-Loayza – Chief Digital Officer: Crystalyn is a passionate digital transformationalist with over 20 years of experience in digital marketing, focused on helping brands supercharge programs with digital. She’s been an early social media pioneer and leader in digital content and is currently a specialist in building interactive experiences. 
  • Cara Peckens – SVP, Digital R&D and Technology: Cara is a seasoned marketing & technology professional and integrated strategist, with over 15 years of experience. She co-creates, packages, and operationalizes innovative and digital-first marketing capabilities and products. 
  • Laura Brown – VP, Digital Strategy: Laura brings 15 years of experience in advertising and public relations agencies. She leads teams to develop digitally-led creative communications campaigns, channel plans, influencer marketing campaigns, paid media plans, community strategies and content development
  • Daniel Sendecki – VP, Performance Content: Daniel is an award-winning print, digital and content strategist for B2B, B2C, and D2C brands. Bringing nearly 20 years of experience, Daniel has a proven history of establishing and supporting revenue and profitability through strategic content development.

To learn more about Citizen’s digital offerings, visit our digital page.