What Strategic Objectives does

Strategic Objectives is an independent, family-owned public relations and marketing communications agency headquartered at 184 Front Street East in Toronto, Canada, founded in 1983 by sisters Deborah Weinstein and Judy Lewis. The firm offers six core service lines: brand and product launches, media relations, experiential and events, social media and influencer marketing, reputation management (including crisis communications), and corporate social responsibility strategy. It serves primarily enterprise and mid-market clients across diversified verticals including consumer packaged goods, beauty, automotive, food and beverage, technology, and non-profit, with named clients such as Kia Canada, Amazon Canada, Benjamin Moore, Diageo Canada, Kruger Products, Watier, BIC Canada, and the Canadian Centre to End Human Trafficking.

The agency's technical and intellectual assets include a proprietary Canadian media database covering English, French, and multilingual contacts, industry-leading third-party social listening technology for brand share-of-voice monitoring, and proprietary CSR research indicating 83% of Canadians trust brands more when socially responsible. The firm has accumulated 300+ national and international awards, including 11 IABC/Toronto Agency of the Year designations, IABC Best Mid-Size PR Agency in the World (2023), the United Nations Grand Award (only Canadian PR agency to receive it), and PR News' CSR Agency A-List recognition. It also holds a Women Business Enterprises Canada certification and has achieved WCAG 2.2, AODA, ADA, and Section 508 accessibility compliance.

Strategic Objectives generates revenue through professional services retainers and project-based campaign fees across its six service lines; pricing is not publicly disclosed. Its go-to-market is sales-led and referral-driven, leveraging 40+ years of brand equity, the founders' Hall of Fame inductions (2024), active thought-leadership content (SO Blog, newsletter, social channels), and participation in industry awards and associations. The 51-100 person firm is led by co-founders Weinstein and Lewis, President and Partner Adriana Lurz (20-year tenure, 2025 CPRS PR Professional of the Year), and CFO Victor Anastacio (30-year tenure), with second-generation family leaders Sadie Tory and Saul Lewis promoted to Vice President in January 2026.

Name

Strategic Objectives

Legal name

Strategic Objectives

Website

https://strategicobjectives.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Strategic Objectives is an independent, women-owned Toronto-based public relations and marketing communications agency founded in 1983, serving enterprise and mid-market clients across consumer brands, automotive, technology, and non-profit sectors with integrated services spanning media relations, brand launches, experiential events, social media, and reputation management.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. PR and Communications Retainers: Ongoing retainer-based relationships with clients providing continuous PR support, strategic counsel, and campaign execution across media relations, social media, experiential events, and influencer marketing.
2. Project-Based Campaigns: Individual campaign engagements for product launches, brand activations, experiential events, influencer campaigns, and reputation management with defined scope and deliverables.
3. Crisis and Issues Management: Emergency response and ongoing reputation protection services for clients facing crises, issues management, or proactive reputation building.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Strategic Objectives is a Toronto-based public relations and marketing communications agency founded in 1983 that provides integrated PR services to enterprise and mid-market clients. Core offerings include brand and product launches, media relations, experiential events, social media and influencer marketing, reputation/crisis management, and corporate social responsibility strategy. Services are delivered via retainer-based and project-based engagements through dedicated account teams.

Product overview

Strategic Objectives is Canada’s most award-winning PR and marketing communications agency founded in 1983. The agency offers a portfolio of core service offerings: Brand and Product Launches (including competitor landscape analysis and brand identity consultation), Media Relations (supported by a proprietary media database), Experiential and Events (guerrilla marketing, sampling, and trade show management), Social Media and Influencer Marketing (social listening, content creation, and influencer casting), Reputation Management (crisis communications and media training), and Corporate Social Responsibility (CSR strategy and partner connections). The agency demonstrates its capabilities through featured case studies including the Alexa+ generative AI voice assistant launch for Amazon Canada, the Kia Canada EV5 Embrace Electric campaign, Watier beauty launches, and the Kindle summer reading campaign for Amazon Devices Canada. Strategic Objectives also provides social listening capabilities using industry-leading technology and manages client social media communities with proactive and reactive engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand and Product Launches Results-driven launch strategies that set brands and organizations up for success, including competitor landscape analysis, strategy development, and brand identity consultation. For consumer brands, CPG companies, and enterprises seeking PR launch support.
• Media Relations Third-party endorsements from trusted media sources to boost credibility, supported by a proprietary media database, impactful storytelling, communications materials, media measurement, and strong Canadian media relationships across English, French, and multilingual media.
• Experiential and Events Bringing brands to life through event strategy and planning, guerrilla marketing, product sampling, on-site management, and AGMs, trade shows and conference execution. For consumer brands and enterprises seeking live brand experiences.
• Social Media and Influencer Marketing Creation and sharing of engaging digital content targeting consumers, including competitor analysis, community management, content creation, content amplification, influencer research and casting, and social listening across platforms.
• Reputation Management Protection of brand reputation through crisis and issues management, key message and statement development, spokesperson media training, stakeholder relations, and profile building for senior executives.
• Corporate Social Responsibility CSR strategy development and planning, connecting partners with causes, and forging relevant relationships that help businesses do and share good work. Backed by proprietary research showing 83% of Canadians trust brands more if socially responsible.

Quantifiable outcome

• 66M+ impressions for Kia EV5 launch campaign
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• GREY CanadaminorStrategic or Co-development PartnerCollaborated with GREY Canada on the Canadian Centre to End Human Trafficking labour exploitation awareness campaign. GREY Canada developed the advertisements while Strategic Objectives led PR and communications strategy.
• Hotspex MediaminorImplementation/ SI/ Consulting PartnerPartnered with Hotspex Media for media buying services as part of the tri-lingual labour trafficking awareness campaign for the Canadian Centre to End Human Trafficking.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat6 records

Customer concentration

• LinkedInlinkedin.com/company/strategic-objectives
• Instagraminstagram.com/so_pr.ca
• TikToktiktok.com/@so_pr.ca
• Xx.com/SO_pr

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Strategic Objectives