Strategic Objectives, Canada’s most award-winning PR and marketing communications agency, proudly announces the promotion of Sadie Tory and Saul Lewis to Vice President, recognizing their expanded leadership, strategic impact, and contributions to the agency’s continued evolution.
“These promotions reflect the depth of leadership we’ve built at Strategic Objectives and our confidence in the next chapter of the agency,” says Adriana Lurz, President and Partner, Strategic Objectives, and recently named CPRS Toronto PR Professional of the Year 2025. “Sadie and Saul each play a critical role in strengthening our client work, shaping our culture, and helping the agency grow in measurable ways. Their perspectives, partnership, and commitment to excellence will continue to propel us forward.”
Experience That Shapes the Work
Sadie Tory joined Strategic Objectives in 2020 following a successful client-side career in corporate communications, events, and issues and crisis management at Metro and foodora. A trusted advisor to clients across CPG, beauty, health and wellness, technology, and food and beverage industries, Sadie brings a sharp strategic lens and people-first leadership style to the executive team, with a strong focus on integrated thinking, team development, and long-term client partnerships.
Saul Lewis joined Strategic Objectives in 2021 after numerous years at a respected Toronto PR agency, where he focused on CPG, lifestyle, and sports-related accounts. At Strategic Objectives, Saul leads a diverse portfolio spanning automotive, CPG, lifestyle, and sports, and oversees the agency’s marketing and digital practice. He is a multi-award-winner recognized for public relations, events, influencer, and digital campaigns that deliver business results.
Looking Forward
“It’s a privilege to work alongside such a talented team and with clients who trust us to tell their stories in out-of-the-box ways,” says Sadie Tory, Vice President, Strategic Objectives. “As Vice President, I’m excited to continue building ambitious, thoughtful programs while supporting the growth and development of our people.”
“Strategic Objectives has a world-class reputation and a future full of opportunity,” says Saul Lewis, Vice President, Strategic Objectives. “I’m honoured to help lead an agency that champions the power of strategic communications to shape culture, inspire conversation, and drive real business impact.”
A Legacy of Leadership
Founded in 1983, Strategic Objectives is an independent, family-owned business co-founded by sisters, Deborah Weinstein and Judy Lewis, both inductees to Canada’s Marketing Hall of Legends, and Canada’s Marketing, Advertising, PR and Communications Hall of Fame.
With Sadie, Deborah’s daughter, and Saul, Judy’s son, stepping into expanded leadership roles, Strategic Objectives continues to build on its legacy of excellence while meeting the evolving needs of today’s brands, audiences, and media landscape.