Archive for May, 2010

Toronto is buzzing with final preparations for next week’s IABC 2010 World Conference.   Don’t miss Judy Lewis, Strategic Objectives co-founder, as she leads a dynamic expert panel: It’s a brand new day.

IABC World Conference
June 8, 2010
8:15 am – 9:15 am
Sheraton Centre Toronto
123 Queen St. W
Register online at

Panel Descriptor:  Public relations is crucial to effective branding.  In this thought-provoking panel discussion with leading global brand communication experts, you will gain insight into the power of PR in building brand equity and achieving market success.  Learn how the power of PR can grow, maintain, protect, sell and drive brand image.


  • Shelley Simmons, Director, Brand Communications & Values of The Body Shop (US, Canada and Mexico)
  • Jacqueline Ryan, RBC (Royal Bank of Canada) Director of Olympic Marketing
  • Peter Morrissey, Associate Professor, Boston University College of Communications, and President and CEO of Morrissey & Company

For more on It’s a brand new day, check out our interview with Judy as she prepared the panel here, and stay tuned to @SO_pr for conference updates.

The IABC 2010 World Conference runs June 6-9 at the Sheraton Centre Toronto.


This May, Strategic Objectives and The Body Shop celebrated the relationship between art and beauty as part of The Body Shop’s Nutriganics Live Art Project.

The Body Shop’s Nutriganics Live Art Project brought shoppers and artists together to launch its new Eco-Cert certified skin care line Nutriganics.

At select locations in Toronto, shoppers could sample Nutriganics skin care products while local artists painted in-store. Artists Erella Ganon, Clementine Powers, Zina Chmielowski and Patrick Mifsud created some fantastic pieces using the theme “My Beautiful Planet.”  Passers-by took time to see real art take shape!

After the in-store events customers and art enthusiasts were able to go online and vote for their favourite piece at The Body Shop’s Facebook page. The winning artist was awarded with $1,000 in art supplies.  Congratulations to winner Erella Ganon!

The accolades keep coming in @SO_pr

Hot on the heels of our CPRS ACE Awards hat trick, the Strategic Objectives Team earned eight awards at the IABC Toronto Ovation Gala.  

Thanks to our dedicated team and innovative clients, @SO_pr wins spanned media relations; photography; special events; 3D/graphic design; social responsibility and community relations.

2010 IABC Toronto Ovation Awards

Other Graphic Design/3D: Leon’s 100th Anniversary Living Room

Social Responsibility including Economic, Societal and Environmental Development: The Cadbury Bicycle Factory (for more information about this award-winning program, read Strategic Objectives co-founder Judy Lewis’ blog)

Social Responsibility including Economic, Societal and Environmental Development: The Body Shop: Stop Sex Trafficking of Children and Young People

Community Relations: Leon’s 100th Anniversary

Media Relations: Bio Oil: Pregnancy Beauty

Media Relations: Leon’s 100th Anniversary Welland Event

Media Relations: Rubik’s 360 Launch

Photography: Kruger White Cashmere Collection

Strategic Objectives glammed Canadian audiences with Hollywood makeup artist Lise Kuhr!   Hot off the set of Twilight: Eclipse, where she spent some time vampin’ the Volturi, Lise met with the media to share her Film Set First-Aid Kit starring Bio-Oil, Canada’s best-selling treatment for scars, stretch marks and dehydrated skin.

Five Tinseltown Tips for Terrific Skin from Lise Kuhr

1) Live Well: Getting your beauty sleep is probably one of the easiest ways to keep yourself looking great. Other lifestyle choices, like reducing stress and eating properly, can also contribute greatly to an overall look of well-being.

2) Cleanse, Exfoliate and Moisturize: Find a daily skin care routine that works for you and stick to it. And remember – always wash your face before bed.

3) Protect Skin from the Sun: If you’re going to be spending time in the sun, you need to protect your skin. Wear a hat, stay in the shade or apply sun block. Excessive exposure to the sun can lead to premature aging, sunburns and even skin cancer.

4) No Smoking: Stopping smoking at any age will improve your outward appearance. If you decide to quit, take the opportunity to adopt habits like regular exercise.

5) Stay Hydrated: Dehydration starves skin of one of its most vital nutrients. Start drinking water first thing in the morning and continue to replenish throughout the day.

For more Film Set First-Aid, click here.


Mike Holmes and his daughter Amanda are kicking-off M&M Meat Shops Charity BBQ Day at Yonge-Dundas Square this Friday, May 7 between 11:30 am and 2:00 pm.  

On Saturday, May 8, 2010, M&M Meat Shops’ franchisees, staff and thousands of volunteers from coast-to-coast will grill hamburgers and hot dogs for the 22nd Annual M&M Meat Shops Charity BBQ Day to benefit the Crohn’s and Colitis Foundation of Canada (CCFC). 


Amanda was originally diagnosed with Crohn’s as a teenager.  This year she is helping M&M Meat Shops reach their fundraising goal of $2 million.  The money raised through events such as Charity BBQ Day have allowed CCFC to fund more than $61 million in medical research projects.  

@SO_pr in the News

Posted: May 3, 2010 in SOsays!


We make news.  The Strategic Objectives PR team is featured in the May 3rd issue of 24 Hours, a leading Canadian news & lifestyle daily.

Strategic Objectives President and Humber PR student mentor Deborah Weinstein shares insights on how to land a PR internship. Her top tips? Be socially-smart, be informed, be yourself.

Read our recent blog series for more.

IABC speaker Judy Lewis previews her session at the IABC World Conference and offers insights on the power of PR to advance brand momentum.

Why did you call your session: It’s a Brand New Day?

I believe it is.  The world has shifted.  Over the past 18-24 months PR has fundamentally changed. Simultaneous to the economy bottoming-out, social media and digital PR blossomed.  Today, it’s all about reinvention and recognizing the tremendous new opportunities and new channels available to PR pros.  

Public Relations that activates consumer engagement and conversation is critical to building brand momentum.  And, your calling card is brand personality – it has to be deep, strong, authentic, lively and compelling.

This session will feature master marketers who believe in innovation – and have proof that PR is fundamental to the acceleration of brand success.  Our panellists will demonstrate how their PR strategies have helped build and sustain consumer connections, and bond brands to their communities.

Who’s on the panel?

We’ll be talking with Shelley Simmons, Director, Brand Communications & Values of The Body Shop (US, Canada and Mexico).  Shelley is truly inspiring.  She will share her insights into The Body Shop’s powerful and brave Stop S*x Trafficking of Children and Young People Campaign.  

Jacqueline Ryan, the RBC (Royal Bank of Canada) Director of Olympic Marketing, is a visionary marketer who helped make the Vancouver 2010 Olympic Torch Run such an incredible part of Canada’s history.  Jacqueline will share brand new insights into the story, success and results of the RBC program.  The Torch Run is a phenomenal example of strategic, engaging marketing – and PR played a critical and integral role.

And, a great friend and my Pinnacle Worldwide partner, Peter Morrissey.  Peter is an Associate Professor at the Boston University College of Communications – and the President and CEO of Morrissey & Company.  Peter has served as counsel to many CEOs and organizations including IBM, Johnson & Johnson, Miller Brewing Company among others.  He’ll show the direct link between reputation and business success.

How do you see the session unfolding?

It’ll be 60 minutes of inspiration and insight into best-in-class brand PR.  We have a great roster of panellists, fabulous video case studies and a thought-provoking discussion planned.

You have been to many IABC World Conferences.  Is it worth the investment of time and money?

Definitely.  PR is changing, as are the skills needed to be an effective PR leader.  There is an ongoing need to learn, pioneer and advance understanding of new ways and new channels to connect the consumers.  The 2010 conference will provide many insights about the leadership role PR plays in the marketing and corporate communications mix – and in business success.

The Keynote speakers are usually very engaging.  The variety of sessions offer you access to new information, strategies and approaches.  This, together with the many networking events that inspire lively discussions with colleagues from around the world, creates an opportunity to revitalize yourself and advance your professional development and expertise.  You will definitely take away real learnings that you can put to work in your daily efforts to achieve PR excellence.

Strategic Objectives PR co-founder Judy Lewis is an award-winning strategist and celebrated international branding expert and speaker.  Judy will lead a panel of marketing and PR experts at the IABC 2010 World Conference, June 6-9, 2010 in Toronto.  Learn more about her session — It’s A Brand New Day — at