Citizen Relations: Toronto PR and Earned Media Profile

Citizen Relations, now often called Citizen, is a North American PR and earned-media agency headquartered in Toronto and owned by Plus Company since May 2021, per ATDb. Nick Cowling was named CEO in May 2022, per Strategy, and a 2024 Strategy report said the agency added a 10th office in Cincinnati. Sources date its founding to 2000 or 2011, and describe a team of 201 to 500 or 501 to 1,000 people.

Originally published August 2018. Updated October 18, 2026.

Who owns Citizen Relations?

ATDb says the agency was originally part of the Vision7 International group, was transferred to the Chinese marketing group BlueFocus in 2017 and was divested to Plus Company in May 2021. O'Dwyer's reported in 2014 and 2015 that BlueFocus took a majority position in Vision7, the parent of Cossette and Citizen Relations. Strategy's coverage in May 2021 discussed the next steps for BlueFocus's international agencies.

Period	Owner	Source
Before 2017	Vision7 International	ATDb; O'Dwyer's
2017 to May 2021	BlueFocus	ATDb; Business Wire
May 2021 onward	Plus Company	ATDb

Who leads Citizen Relations?

Strategy reported that Cowling first joined Citizen as vice president and general manager and was named president of its Canadian operations in 2015, then president for North America in 2016. Two of its reports date his joining differently, 2005 in one and 2010 in another, so the start year differs by article. He later took a dual role as president of Citizen Relations Canada and global head of innovation, and Strategy reported on May 20, 2022 that Citizen named him CEO to lead global growth. O'Dwyer's lists Cowling as CEO and says he has also been president and partner at Lippe Taylor. Strategy said a 2022 rebrand set the stage for a record-breaking year, including Strategy's PR Agency of the Year title and wins at Cannes, The One Show and the Webby Awards.

Date	Event	Source
2015	Cowling named president of Canadian operations	Strategy
2016	Named president for North America	Strategy
May 2021	Plus Company acquires the agency; first CCO appointed	ATDb; Strategy
May 20, 2022	Cowling named CEO	Strategy

What does Citizen Relations do?

O'Dwyer's says Citizen integrates PR, digital, creative and strategy, insights and intelligence and experiential into earned-first programs. ATDb lists media relations, influencer strategy, social media, experiential marketing and corporate communications. Strategy reported that the agency opened a social impact consultancy in June 2021 and that its 2023 Canadian campaigns included ReclaimYourName.dic with Elimin8Hate and Cheetle in Cheadle for Cheetos. EPR's influencer marketing and consumer brands PR sections cover its core work.

Which clients has Citizen Relations worked with?

PR in Canada lists Nespresso Canada, Nestle Canada and Kijiji. O'Dwyer's reported earned brand communications duties for Huffy Bicycles and the PR partner role for travel site Hotwire. Strategy covered Nespresso Canada's appointment of the agency as PR agency of record and a PR partnership with Nestle Canada. Marketing Monk says Nature's Path North America appointed it agency of record for a masterbrand relaunch.

What recognition has Citizen Relations received?

O'Dwyer's says that in 2023 Citizen was named PRovoke Media's Consumer PR Agency of the Year and the Best Mid-Size Agency to Work For, in addition to Strategy Magazine's PR Agency of the Year (Gold) and Best Places to Work from PRWeek and Inc. Strategy also named it a bronze PR Agency of the Year in 2021, and Marketing Monk lists a Campaign Global PR Agency of the Year bronze. Strategy said it was shortlisted for Most Disruptive Agency at the 2024 Sabre Innovation awards.

How does Citizen Relations compare with other consumer PR firms?

Citizen is a large consumer-focused agency inside a Canadian group, so compare it with Finn Partners, Ruder Finn, Harbinger Communications and the firms in EPR's PR agency profiles directory.

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Related: PR agency profiles, Consumer brands PR, Influencer marketing, Ruder Finn