Accomplished agency pro to lead Canada’s most award-winning PR Firm
Strategic Objectives is launching 2023 with a future-forward strategy, naming Adriana Lurz as its President. A creative dynamo, who joined the firm 18 years ago, Adriana most recently served as the agency’s Senior Vice President and will lead its award-winning team as it continues to redefine public relations and revel in the power of PR to advance marketing and reputational success.
Headquartered in Toronto with associates across Canada and partners around the globe, Strategic Objectives ranked first in the world on the Clutch 2021 Global Ranking of PR firms and has been named IABC/Toronto Agency of the Year for nine of the past 12 years.
Adriana became a partner in the agency in 2021 and is key to its strategic development including growing its team of talented PR pros, retaining clients, and attracting new ones to experience and benefit from the SO PR magic.
Adriana contributes to many of the agency’s big-name brand accounts in a variety of sectors ranging from health and wellness to food, beauty, CPG, non-profit and automotive. She was instrumental in redefining the agency’s strategic plan and restating its core values and will continue to lead its crisis/issues management team, contribute to client relationships and account strategies, while providing inspirational and empathetic leadership to the agency’s diverse team.
“I am honoured to lead Strategic Objectives into the future and to expand and diversify our offerings to optimize our team and clients’ success, “says Adriana. We are committed to growing and mentoring our team and to dazzling clients, both current and future, who recognize the power of positive third-party endorsements and word-of-mouth. Our future is bright. Public relations presents effective, affordable marketing options; and digital and influencer marketing are critical because their impact is measurable. I am excited to bring innovation to the agency and to PR and am deeply honoured that Deborah, Judy and the team have the confidence in me to lead the agency forward.”
Agency co-founders, Deborah Weinstein and Judy Lewis will remain active in the agency, serving in an advisory capacity on strategy, creative direction, agency projects and will collaborate with specific clients.
“We are delighted and grateful that Adriana will lead the agency and know, based on proven experience, that she will do an amazing job,” says Deborah Weinstein, Co-founder and Partner.
“Adriana is the perfect person to propel our strategy and outstanding reputation for creativity, strategy with purpose, and award-winning results. We have always been committed to communications excellence and Adriana is set to advance this tradition with innovation, passion, and the style of compassionate leadership that inspires both our team and our clients,” adds Judy Lewis. Co-founder and Partner.
About Strategic Objectives
Headquartered in Toronto and co-founded by partners Deborah Weinstein and Judy Lewis, Strategic Objectives is Canada’s most award-winning PR agency, and one of the country’s most creative, innovative, passionate, and successful marketing communications firms. Recipient of the Clutch 2021 Global Leaders Award and named Best Mid-Size PR Agency in the World at the IABC Gold Quill Awards 2019, Strategic Objectives is IABC/Toronto Agency of the Year 2021 and has been for nine of the last 12 years.
We create results-driven strategies integrating digital, social, and mainstream media, virtual, and experiential events, and influencer marketing programs to achieve outstanding measurable results. Global experts in social responsibility and cause-related marketing, we are the only Canadian communications company to ever receive the exclusive United Nations Grand Award for Outstanding Achievement in Public Relations, and the only all-Canadian agency to be named to the PR News Top Ten CSR (Corporate Social Responsibility) A-List.
Canada is our space. Our national, bilingual team includes an all-star roster of more than 40 top PR pros, strategists, storytellers, content creators, trend-spotters, trend-setters, designers, social media experts, video and graphic artists, digital developers, and pop-culture junkies. We are obsessed with providing outstanding client service and doing things differently to deliver impactful, measurable results.
Strategic Objectives is a proud women-owned business and Certified by the Women Business Enterprise in Canada (WBE Canada), a Canadian non-profit organization committed to the advancement and opportunities for Canadian women-owned businesses.
