CPRS Recognizes Strategic Objectives’ Leadership and Innovative Campaigns
We are SO proud! Strategic Objectives’ President and Partner, Adriana Lurz, was named “2025 PR Professional of the Year” by the Canadian Public Relations Society at its annual ACE Awards Gala. This highly respected honour recognizes personal achievement within the communications industry, and past winners include some of the most notable figures within the Canadian PR landscape.
This honour is a fitting tribute as Adriana celebrates her 20th year with Strategic Objectives this year. In her nomination, clients praise Adriana’s ability to “guide her team to develop strategic messaging” and “inspire fresh, new and innovative campaigns.” She is also admired for her “unique combination of compassion and insight.” Widely regarded as a master of collaboration, she has mentored and coached countless talented PR pros, benefiting SO and the marketing communications industry.
“Thank you CPRS Toronto. I am humbled by this recognition. I’d like to thank the team at Strategic Objectives for its fierce commitment to excellence, and our clients who trust us to develop creative campaigns that drive impact,” adds Adriana. “And a special thanks to Deborah Weinstein and Judy Lewis for their mentorship and support over the last 20 years. As our industry continues to evolve, I look forward to further enhancing SO’s position as one of Canada’s leading independent agencies.”
SO Secures “Four ACES”
SO also won four ACE (Achieving Communications Excellence) Awards and our Weber Social Media program was a finalist for “Best in Show,” the top award from CPRS Toronto. These honours recognize a range of programs that demonstrate the team’s breadth of expertise. Please click on the links to learn more about these programs:
BIC Soleil Escape x PWHL Partnership – Brand Development Campaign of the Year
The BIC sponsorship of the PWHL’s inaugural season was a bold – and successful – shift from a traditional beauty-focused campaign to highlighting female athletes. The engaging partnership scores big through in-arena activations, social media content and media relations, driving unprecedented sales increases.
Groupe Marcelle Inc: 30th Anniversary of Watier Neiges – Best Use of Media Relations
Watier Neiges is GMI’s flagship fragrance and SO uses its 30th Anniversary to reignite a passion for the brand in Quebec and introduce it to the rest of Canada via a multi-faceted program. Spritzed with nostalgia and Canadian pride, the campaign secures impactful, widespread results which lead to a noticeable increase in sales.
Maple Leaf Foods “Step Up for Sustainability” – Best CSR or Cause-Related Campaign
This multi-faceted campaign cooks up consumer-focused activities to prioritize meaningful action for the environment while raising awareness of Maple Leaf Foods’ achievements on its journey to be the most sustainable protein company on earth.
Weber Grills – Best Social Media Campaign, and/or Best Use of Influencers, Finalist for “Best in Show”
As the most trusted name in the grilling industry, Weber partnered with SO to reaffirm its superior product offering, with a spotlight on leading the griddle market. We fired up an award-winning social media and influencer strategy.
Many Thanks
The team at SO is thrilled and humbled by this recognition. We thank our team, our clients and the CPRS Toronto judges who donate their valuable time and expertise to honour the best in the business.
Are you interested in how SO can help you develop award-winning campaigns? Specializing in cutting through the clutter, we use fresh thinking and modern storytelling to get results. Please contact us to see how we can collaborate to fuel your success. We look forward to hearing from you.
