As our PR Net Canada chapter has grown, we’ve had exciting insight into the client work and talent management strategy that makes the local industry thrive. Get to know some of the key players below, from their take on the Canadian comms world to the favorite spots they frequent.
Where in Canada are you located?
We’re based in Toronto and also have a showroom in LA. Our work is heavily focused on international PR so we spend a lot of time in New York and now LA.
What categories do your clients fit into?
Fashion, beauty, lifestyle, health/wellness and entertainment.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
The Canadian comms industry is much smaller than that of the US counterpart, so while the country is itself quite large, the opportunities within media are smaller, which allows us to be more creative with who we work with and explore more non-traditional efforts alongside traditional media. We spend time looking at a multitude of touch points to hit specific markets as each province in the country speaks to a different consumer.
Without question, our focus in the Canadian market is heavily weighted in creating value, understanding how we work with each brand is unique to them. With Canadian brands, because of our distinct focus on international comms, consumers here appreciate exposure from US based outlets, which in turn creates additional exposure and interest from local outlets. Lead times are different with Canadian media, so we accommodate interest based on this. Between this and a 360 strategy, we cater our efforts to the needs of each individual client, which in Canada can mean a variety of categories. Consumers are too smart to see cookie cutter programs.
What are a few of your favorite local spots to dine, shop, work out, etc.?
Oh, I have tons. Local fav restaurants include:
Rasa - because the burger is unmatched
Sotto Sotto - being with a Sicilian has highly advanced my palette for Italian cuisine
Guilietta - again the dishes are divine
Jacob’s steakhouse - the caesar salad and wagyu tasting are personal favs
Mamakas - authentic greek cuisine
Union - the brunch is incredible
I am a serious shopper. But I’m efficient at heart, so I tend to visit locations that will allow me to get everything I need in 1 go:
Yorkville destinations, TNT, Bash, Le Labo
Yorkdale Mall, could not be happier Anine Bing has made its debut in Toronto
Hilary MacMillan is a local fav
TFE - the consignment shop in Summerhill
Shop Thursdays is great for more affordable casual pieces
To workout, if you know me, you know i’m a Lagree addict. And now have recently fallen in love with Totum Life Science, which has a completely different approach to fitness and healthcare. Othership is also a great fav, and you couldn’t love a spa day at the Four Seasons hotel, Thermea and Go Place - all of which are must-visits.
Where in Canada are you located?
While we have offices in both Toronto and Montreal, I am located in Montreal, QC.
What categories do your clients fit into?
Specializing in lifestyle PR, our clients span across a wide variety of industries such as Beauty, Fashion & Design, Health & Wellness, Luxury Goods, Gastronomy, and Travel & Hospitality. We consider ourselves really lucky to work with such a diverse range of clients as it really has given us a wider perspective, allowing us to be adaptable and creative when addressing the needs of each of our clients.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
I think one aspect that is particularly unique about the Canadian communications world is that National Canada and Quebec need to be treated as two completely distinct markets. The reason being that Quebecers have their own cultural identity that is unique to them only. To thrive nationwide, a brand must not only resonate with the broader Canadian audience but also immerse itself in Quebec's culture. In addition, the comms landscape in each market is very different, given the difference in language, history, and culture. As such, our comms strategies often need to be adapted to each specific market in the execution phase. This localized approach ensures relevance and resonance, maximizing the brand's impact across the diverse Canadian landscape.
What are a few of your favorite local spots to dine, shop, work out, etc.?
In terms of dining, it’s no secret that in Montreal we’re blessed with one of the most diverse and amazing gastronomy scenes in Canada! Besides the classic “hot spots” such as Milos and L’Express (which both hold a special place in my heart!), I think there are also a few spots lesser known to tourists that deserve a shout out!. Some of my favorites are definitely Côté Cuisine for their Chicken Rice Bowl, Leméac for the best pain perdu, and Luciano Trattoria for hands down the most incredible Italian food in the city.
When it comes to working out, I am quite certain there is nobody who will make you sweat more than celebrity trainer Val Desjardins at Studio MTL. Her and her whole team are just incredible.
Finally in terms of shopping, I absolutely love the boutique stores in Outremont such as Billie Boutique & Billie Le Kid.
Where in Canada are you located?
Based in Toronto and Vancouver, but working consistently in Montreal, New York City and Los Angeles.
What categories do your clients fit into?
Beauty, wellness, healthcare, financial empower & support, community support, education & immigration and beauty & fashion tech start-ups.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
Canada, being as multicultural as it is, really supports a diverse community and initiatives and diversity has always been a part of our ethos when it comes to the communications world. Long before it was a mandate, Canada with its diverse population has always been a place for us to attract a diverse client and tell stories that matter to everyone, from various walks of life. From an international point of view, mainly from my experience working in the US, I find Canada to be a great testing ground for new strategies, perspectives, and experiences. From a local perspective, I think it’s important to be very finely tuned toward the needs of a consumer or community. Canada is not a homogenous group; so, I very rarely find that blank strategies work; we must tailor our outreaches and strategies to get the best result when working locally.
What are a few of your favorite local spots to dine, shop, work out, etc.?
Favourite Italian restaurants: Terroni and Piano Piano.
Fave Brunch Spot: Simit & Chai and Pasaj
I love walking around Shops on Don Mills and Yorkdale Shopping Mall.
Taking a walk in High Park is always great during a spring and summer evening.
Where in Canada are you located?
Toronto
What categories do your clients fit into?
I don’t think there’s a category we haven’t touched in our 15 years of Duet, but currently: Hospitality, Travel and Tourism, Not-For-Profit, Construction, CPG, and the Arts.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
There are some subtle nuances in doing comms in Canada vs. Internationally. Beyond the obvious spelling, grammar, and bilingual labelling, I’ve found affiliate marketing is not as essential to Canadian media as it is in markets such as the US yet. It’s also a “small world” here, with fewer outlets to pitch, than larger markets like the US, and with that, we fight for consumer attention as many Canadians consume media from international sources. Also, thanks to the Online News Act, we can’t leverage social accounts the same way we can with US press.
What are a few of your favorite local spots to dine, shop, work out, etc.?
Dine - Tutti Matti, Sara, Aloette
Shop - Veronica Beard, BA&SH, Mine & Yours
Workout - 10XTO, Catalyst Health, Othership
Where in Canada are you located?
We are based in Toronto, ON.
What categories do your clients fit into?
At Category, we primarily serve clients in the technology, real estate, and retail sectors. Our mission is to collaborate with North America's changemaking brands that are leading their respective categories.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
The Canadian media landscape is significantly smaller compared to the US and other global markets. At Category Communications, we develop communication strategies that emphasize localizing narratives and forging meaningful relationships with media, influencers, and key government decision-makers. A significant aspect of our approach involves data-led storytelling and the use of regionally specific statistics to enhance our clients' stories.
What are a few of your favourite local spots to dine, shop, work out, etc.?
We love The Well - a new mixed-use development in the heart of Toronto that combines retail, commercial, residential, and community (while being architecturally stunning!). We spend a lot of time at Sweat & Tonic, either doing team workouts or working remotely out of the Tonic House. We’re big fans of Mandy’s Salads as our lunch spot. We also love Abrielle, a new restaurant in the Sutton Place Hotel where we recently hosted our team and advisors for dinner.
Where in Canada are you located?
Toronto, Canada
What categories do your clients fit into?
Client Categories: Fashion, Beauty, Skincare, Lifestyle, Curvy, Family, Fitness, Gen-X, Gen-Z, Latinx, Luxury, Men, LGBTQIA+, Thought Leaders, Travel, Wine & Spirits and Regional Markets (NYC, Los Angeles, Atlanta, Texas, DC, Maryland, Virginia, Canada)
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
It’s unique in that the Canadian Comms space still has a long way to go when it comes to diversity and inclusion. That presents a tremendous window of opportunity for Black-owned and Diverse-owned firms to drive change, make an impact, thrive, and flourish. Our Canadian influencers with US & Canadian audiences have a unique opportunity to work with both the Canadian and US divisions of their favourite brands. Lastly, as a Canadian-based influencer management agency that represents a lot of US-based clients, we have a unique opportunity to help clients expand into the international market.
What are your favorite local spots to dine, shop, work out, etc.?
I love dining at Miss Likklemores or Simone’s, shopping at Holt Renfrew and recommend The Danforth area for leisurely walks along boutique shops and cafes.
Where in Canada are you located?
I’m based in Toronto, where Matte PR is headquartered inside East Room’s OG 50 Carroll Street location. I divide my time between Toronto and my home in Prince Edward County.
What categories do your clients fit into?
Our clients tend to fit into a luxury category, whether it be fashion, real estate, food and beverage, design or finance. A common thread is many of our clients speak to similar consumers, providing them with products and services designed to help them live well.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
Canada is nuanced across its different regions, with the culture changing considerably from province to province. To succeed, campaigns must be localized, demonstrating relevancy and a connection to the target market. What works in Ontario won’t necessarily work in British Columbia, reflecting regional differences in lifestyle and point of view. In Québec, there is also the language aspect to consider, and campaigns must be executed in French by local creatives and brand ambassadors. As an agency, we are immensely thoughtful about who we collaborate with on any campaign, making sure they are an airtight fit for the brand. This translates into seamless content that is authentic and resonates with the audience we’re engaging with.
What are a few of your favorite local spots to dine, shop, work out, etc.?
My Toronto dining favourites are Banu, Honest Weight and WVRST. When the Pig Came Home in The Junction is a fave as well. Brunch at Le Select or Ladurée, always. I am in awe of everyone at Twenty Victoria, one of the best places I have dined, globally.
When I’m in Prince Edward County, you can find me at Bocado — Chef Stuart Cameron delivers thoughtful seasonal menus and outstanding execution every time. I also love to hang at La Condessa, Midtown Brewery and The Drake Devonshire. I love everything about Citizen Frances, a new spot in Bloomfield in The County.
My number one spot for shopping is FAWN Boutique on Queen West — Kasha has the best taste. INLAND’s seasonal pop-ups showcasing Canadian fashion are another favourite. Canadian designers regularly rotate in my closet, especially work by OkayOk, Ahiri, Spencer Badu and Dorian Who.
All of that is paired with my go-to lip colour — a swipe of Kjaer Weis’ KW Red. It is the best clean matte red lipstick formulation out there. I’m obsessed with my haircuts from Sassoon Salon, watching them cut my hair is always a masterclass.
For workouts, you can catch me cycling in the streets of Toronto or doing Shaolin Kung Fu at STQI Downtown Toronto. I’m also an avid ClassPass user, and Toronto has so many amazing studios. A few of my current faves are Studio Lagree, Imprint Pilates and Jaybird.
My favourite spot for furniture is Atomic Design, where owner and curator Lawrence Blairs offers well-chosen selection of furniture, art, lighting, modernist glass, jewellery and objects from the early 1960s through to the mid-80s. He compiles the history of standout pieces in their own duo-tangs (haha, this is a very Canadian word!). He references them when passionately showing his latest acquisitions, some of which are part of the permanent collection in the MoMA. The store is a piece of design paradise.
Where in Canada are you located?
Toronto
What categories do your clients fit into?
We specialize in arts, culture, entertainment and brand that want to touch these industries. Within the art sector, we specialize in visual arts, dance, opera, and theatre. Our clients range from large institutions and theatres to smaller galleries. We have a robust festival line-up and are so excited to work with some of the most engaging clients in Canada. Within entertainment, we work with immersive VR/AR experiences and sporting events with community elements. We also work with selective brands that want to engage with arts and culture in a real way.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
It appears that the communication issue faced by my clients is a common problem in the art and culture industry, not just in Canada but around the world. The success of campaigns in this field is often dependent on selling out theatres or filling up seats. As a result, many of my clients require a direct connection to purchase tickets. To address this, we utilize the influence of enthusiasts and influencers, and plan a targeted outreach campaign to connect our clients with their desired audience. Our approach encompasses not only traditional media and social media, but also possible ticket buyers, donors, and sponsors. By doing so, we can assist our clients in achieving their goals and ensuring the success of their events. We want people to hear about it, talk about it and eventually go see it and possibly invest in it.
What nuances are there marketing your clients locally vs. internationally? It's often challenging for us to gain exposure in larger outlets such as The New York Times, as our artists and institutions are not as well-known. We put in a lot of effort to showcase Canadian culture within an international context. One of my main goals is to alter the perception of Canadian culture. We have evolved beyond traditional landscape art, plaid shirts, poutine and hockey. It's time for the world to recognize us as a multicultural hub that produces exceptional entertainment.
What are a few of your favorite local spots to dine, shop, work out, etc.?
Favourite spots to dine: Toronto really has exceptional dining with so many choices. My go-to's are Bar Prima, Mamakas, Afrobeat Kitchen, Golden Turtle, Alo, Burger Drops, Lake Inez, Prime Seafood Palace, Sunny's Chinese, Dim Sum King, Bernhart's, Pizzeria Badiali... the list goes on and on!
Shop: I try to shop Canadian as much as possible. Some of my favourite fashion designers are Dorian Who, Sid Neigum, and Beaufille. For online shopping, I'm likely on Ssense, and for in-person shopping, I'm likely at The Webster in Yorkville and Prada on Bloor. For art buying, my go-to galleries are Cooper Cole, Patel Brown, Cultural Goods Gallery, and Zalucky Gallery. For furniture, I love upcycled designer, so I can likely be found on auction sites or even Facebook Marketplace. For florals, I love the creative artistry over at Mitsu.
Work out: I like Othership for its sauna and cold dips; it's a perfect way to start the day and beat jet lag.
Visit: Toronto Union has some of the best food/entertainment options with markets, shopping etc. I like what's happening this summer down at The Bentway, it just feels cool to hang out under a major freeway. Illuminarium for the best in immersive entertainment, AGO and MOCA Toronto for its contemporary exhibitions, TO LIVE for it's performances in Meriden Hall. Luminato has an awesome line-up this June with so many free concerts and exhibitions. The Museum of Toronto is the place to go for the most unique exhibitions about the history of Toronto, it's a fun way to geek out with fascinating stories. This fall I can't wait for the arrival of the Toronto Biennial of Art and Art Toronto. I also am so excited about the arrival of women's sports! The PWHL, Hoop Queens and hopefully more to come!
Where in Canada are you located?
1Milk2Sugars has head offices in Toronto and Montreal as well as a U.S. hub in New York City.
What categories do your clients fit into?
Our clients represent a variety of industries, including beauty & skincare, health & wellness, food & beverage, home improvement, parenting & baby, and hospitality.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
Canada is a multicultural mosaic and brands are expected to celebrate that diversity in their marketing and campaigns. Additionally, Canadians tend to favour polite communication and the common good over ambition and individual success.
Canada is a bilingual country that’s home to over seven million native French speakers in Quebec alone. From customized brand messaging to navigating regulatory standards, marketing strategies must acknowledge Quebec's unique French flair – including its distinct language, values, habits and preferences – and craft their campaigns accordingly to find success.
Canada’s smaller population size relative to the U.S. can make it easier and faster to penetrate the market with a new brand. Similarly, Canada’s smaller size makes it a strong test market for brands looking to soft launch their concept before bringing it to a larger audience.
Additionally, Canadians historically have a higher cost of living compared to the U.S. meaning consumers are likely to prioritize value in their shopping experience.
What are a few of your favorite local spots to dine, shop, work out, etc.?
Priya: Un Po di Piu in Old Montreal is authentic Italian dining and 10XTO for state of the art fitness facility in TO.
Ruth: I love Buds Coffee in my Beaches neighborhood in Toronto and I enjoy private yoga with my friend. When visiting our team in NYC, LaRina in Brooklyn is my go-to. A gem of an authentic Italian resto!
Emma: In Montreal, Gia Bar & Grill for dinner, Sav Sav for coffee are my current faves. I love staying at W Hotel Toronto for a perfect work & play stay when visiting the TO team. When working from LA, I love Laurel Hardware – good pasta, good atmosphere and good wine!
Where in Canada are you located?
I’m located in the beautiful city of Montreal, but we also have an office in Toronto.
What categories do your clients fit into?
Our clients span fashion (clothing, luggage, jewelry), beauty (makeup, skincare, fragrance), and lifestyle (hotels, restaurants, fitness and wellness spaces).
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
We often work with international brands and love the challenge of adapting their global concepts to our market or crafting entirely new strategies that we know will resonate well here. Canada’s landscape is vast geographically with concentrated hubs, each with their own unique community and we make sure our strategies leverage that. For example, Quebec has more than just a language difference, the culture here is its own and needs to be reflected and embraced in how we outreach to media, in how we storytell to consumers. Canada is also richly multicultural, allowing opportunities to create inclusive campaigns that reflect Canada’s diverse cultures.
What are a few of your favorite local spots to dine, shop, work out, etc.?
I love dining out, it’s my absolute favourite treat so I’ll start there – Moccione and Boxermans are top of my list, neighbourhood gems, quality ingredients and an inspiring wine list. Chef’s kiss, as they say. Laurier Est has some of my favourite shops to pop in and out of, Coeur d’Artichaut, Buk & Nola, a little bookstore, a coffee shop, a small grocer and can’t forget Rhubarbe bakery – the smell alone leaves me dreaming of their pastries! It’s a great street for a relaxed, weekend stroll to offset a busy week :) To work out, I’ll give some client love: Studio Set Pilates and Barre classes know how to get my muscles burning in the best possible way ✨
Where in Canada are you located?
Craft is based out of Toronto, Ontario.
What categories do your clients fit into?
At Craft, we create shareworthy stories that get people talking about consumer brands. Our focus is on CPG, food and lifestyle, and our incredible roster of clients includes Tim Hortons, Nintendo of Canada, Hershey, Moosehead Breweries and GE Appliances.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
In Canada, we have to manage the impact of working in the shadow of the massive US media market. News and information don’t stop at the border, and US spill has a daily impact on both consumer perceptions and the local media landscape. This has, I think, expedited cuts to Canadian media, in particular lifestyle media – because picking up content from the US is such a viable option. So the bar for developing breakthrough storytelling is high. It also means Canadian outlets are hungry for a relevant local angle to any story – what makes this worth covering in a Canadian outlet, by a Canadian journalist?
What are a few of your favorite local spots to dine, shop, work out, etc.?
Both my home and our office are in Toronto’s east end (we’re so lucky to get to work out of the King Street location of the East Room, one of the most beautiful and well-curated office spaces in the city) – so I spend a lot of time in the area! Here are a few of my local faves:
And of course (shameless client plug), I’m a regular at my local Tims – one of the new Savoury Pinwheels and a London Fog and I’m set.
