Strategic Objectives: Toronto PR Agency Profile

Strategic Objectives is an independent public relations agency headquartered in Toronto, founded in 1983 by Deborah Weinstein and Judy Lewis. It serves Canadian brands and U.S. companies entering Canada across consumer, corporate, health, financial services, nonprofit and travel work, with a team of more than 40 professionals across Canada. The founders say its campaigns have won more than 300 national and international awards.

Part of EPR's Toronto PR Firms Directory · Best PR Firms in Canada · PR Firms Directory · PR Leaders. Updated October 9, 2026.

Who founded Strategic Objectives?

Strategic Objectives was founded in 1983 by Deborah Weinstein and Judy Lewis, who are sisters and business partners. According to the founders' biography published by AMA Toronto, they began in 1983 with one desk, two telephones and a typewriter, after working as journalists and television producers in the 1980s.

Deborah Weinstein, President

Weinstein is co-founder and has been President of Strategic Objectives since 1983. She is a frequent industry speaker. The AMA Toronto biography says she represented Canadian PR agencies on the Executive Board of Counselors Academy, the senior leadership division of PRSA, and served on advisory boards at George Brown College and Seneca College.

Judy Lewis, Co-founder

Lewis is co-founder and a continuous partner in the firm. EPR's earlier profile describes her work as covering strategic communications, corporate reputation and public affairs.

What awards has Strategic Objectives won?

Strategic Objectives has won IABC/Toronto Agency of the Year multiple times and the IABC Gold Quill award for Best Mid-Sized PR Agency in the World in 2019 and 2023. EPR's earlier profile lists the Toronto titles for 2009, 2011, 2012, 2014 and 2015, and the founders' biography says the firm won the title in 10 of 14 recent years. The 300-plus awards figure comes from the founders' own biography and has not been independently audited.

What does Strategic Objectives do?

Consumer and lifestyle: Retail, packaged goods, fashion and beauty, food and beverage, electronics and appliances.

Corporate and strategic: Corporate communications, crisis management, executive communications and reputation strategy.

Regulated categories: Health and pharmaceuticals, financial services.

Purpose and institutional: Nonprofit, education and cause-driven campaigns.

Travel and hospitality: Destination marketing, hotel and hospitality communications, and cross-border tourism programs.

Who are Strategic Objectives' clients?

Strategic Objectives has represented consumer brands including Barbie, Fisher-Price, Oreo, Trident Splash, Captain Morgan, Guinness, Build-A-Bear Workshop and M&M Meat Shops, according to EPR's earlier profile. It has also served as the Canadian PR partner for U.S. brands entering Canada, including Payless Shoes and Whole Foods Market. Client rosters change, so confirm the current list with the firm.

How does Strategic Objectives work?

The firm runs a founder-led model in which Weinstein and Lewis stay active on client accounts and the 40-plus person team works as one bench rather than separate practice silos. Canada's market differs from the U.S. in ways that shape the work: a smaller media ecosystem, provincial media markets that operate almost independently, and French-language requirements in Quebec. For other Canadian options, see Best PR Firms in Canada, Montreal PR Firms, Vancouver PR Firms and the Top 7 PR Firms for Canada Tourism.

Related Toronto firm profiles

• noodPR: founded in 2020 by Stephanie Chong, focused on sustainable, ethical and socially conscious brands.
• Hansell McLaughlin Advisory: described as Canada's first integrated legal and communications advisory firm.

Sources and hubs

Facts on this page come from the founders' biography published by AMA Toronto, a CB Insights company listing that gives 1983 and Toronto, and EPR's earlier profile. Toronto PR Firms Directory · Best PR Firms in Canada · Montreal PR Firms · PR Firms Directory · PR Leaders