Optimum Public Relations rebrands as Citizen Optimum

Optimum Public Relations, owned by Vision 7, is merging with the umbrella corporation’s other PR operations around the world under a new brand: Citizen Relations. The merger includes the U.S. offices of PainePR, as well as the U.K.’s Band & Brown and Brando firms. Each will integrate the Citizen name into their branding during a […]

Optimum Public Relations, owned by Vision 7, is merging with the umbrella corporation’s other PR operations around the world under a new brand: Citizen Relations.

The merger includes the U.S. offices of PainePR, as well as the U.K.’s Band & Brown and Brando firms.

Each will integrate the Citizen name into their branding during a transition period of unspecified length–Optimum becomes Citizen Optimum, Brando becomes Citizen Brando, etc.–but each will report to Citizen Relations’ chairman Daryl McCullough, who is based in Los Angeles.

These PR agencies were already grouped within Vision 7’s EDC Communications group of companies (which also includes the Dare and Elvis Communications creative agencies). The rebranding is an evolution of ongoing collaboration between the agencies, said Nick Cowling, general manager of Optimum in Toronto.

“We’ve got great agencies that were all doing well in their individual markets and found ourselves tapping into each other’s experience… We had a lot in common already,” Cowling said. “Certainly, the unification made a lot of sense once the new corporate structure [for Vision 7] was set out.”

The rebranding and merger process began a year ago when Cossette Inc. changed its corporate structure, creating the Vision 7 holding company and dividing its main Cossette creative agency operations from its international holdings.

The new Citizen has a global footprint with clients in North America and Europe, and in Asia Pacific, Latin American and India thanks to partnerships with Jeffrey Group, SPRG, and Creative Crest.

“Citizen Relations is not another loosely formed agency network,” said McCullough, in a release. “Our lead partners share common ownership, and together we’ve created an innovative global collaboration model that provides focused resources, an innovative organizational model, and fresh insight-based thinking that PR clients, regionally and globally, need to meet complex communications challenges today and tomorrow.”

Citizen Relations Intro (INT) from Citizen Relations on Vimeo.

Advertising Articles

Modern Family takes product placement to the next level

ABC works the National Association of Realtors into the plot of the popular sitcom

Three ways brands must evolve to engage female influencers

Marketers need to recognize the shift from bloggers to creators says agency president

Nintendo moves its PR account to Craft Public Relations

The consumer electronics and software company to shift its communications focus

Fairmont Hotels puts a focus on employees in new art exhibit

Luxury hotel chain uses staff from around the globe to help tell its brand story

Marketing Awards 2016: Design jury and shortlist

The final shortlist is revealed in the lead-up to the June gala

Conventional TV revenues fall $46 million in 2015: CRTC

Local and national airtime sales decline, but remain relatively stable

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

‘Bringer of Rain’ ups his marketing game

Toronto Blue Jays third baseman Josh Donaldson signs on to promote Flow Water

Marketing Awards 2016: Multicultural jury and shorlist

Winners to be announced at The Carlu in Toronto June 2