Adriana Lurz has been named president of Toronto PR firm Strategic Objectives, with co-founders Deborah Weinstein and Judy Lewis stepping back from the day-to-day operations but remaining involved in an advisory capacity.

An 18-year veteran of the firm, Lurz was most recently senior vice-president, and became a partner in 2021. She has been a key figure in the agency’s strategic development—including growing its team, and attracting and retaining clients. She works with clients across a broad array of categories, including health and wellness, food, beauty, CPG, non-profit and automotive.

“We revel in dazzling clients, both current and future with creativity, innovation, big ideas and, of course, results,” said Lurz. “We are known for generating measurable results that build positive awareness and reputation, and digital and influencer marketing are fundamental. We will continue to expand and diversify our offerings to optimize our team and our clients’ success.”

Lewis said that Strategic Objectives is championing the principle of being a “people-first agency. “Adriana is the ideal person to advance this vision and continue to provide the best to our current and future clients,” she said.

Weinstein and Lewis will continue to remain active in the agency, including serving in an advisory capacity on everything from strategy, to creative direction and agency projects. They will also continue to collaborate with specific clients. The agency’s client roster includes Maple Leaf Foods, Benjamin Moore, Kellogg Canada, and Weber Grills Canada.

Lewis said that Strategic Objectives is currently “thriving,” and wants to continue its tradition of excellence. “I started Strategic Objectives together with Deborah so that we could bring creativity, strategy and new authentic approaches to unleash the power of PR to build and advance brands and this will give us even more time to do this,” she said.