Canada's PR Elite: What the 2026 CPRS Awards Reveal About Influence

ST. ANDREWS, NB – May 27, 2026 – As the Canadian Public Relations Society (CPRS) concluded its national conference, the spotlight turned to the industry's brightest stars at the 2026 Awards of Excellence Gala. Held in the picturesque town of St. Andrews, New Brunswick, the event honored 95 winners, celebrating the campaigns, projects, and teams that have set a new standard for strategic communications in Canada.

The awards serve as more than just a ceremony; they are a barometer for a dynamic industry, revealing key trends in influence, creativity, and impact. The winning entries showcase a profession that is increasingly sophisticated, blending data-driven insights with authentic storytelling to achieve measurable results.

“On behalf of the Board of Directors of CPRS, congratulations to all the recipients of this year’s Awards of Excellence,” said Jane Antoniak, CPRS National President. “The work being done by professional communicators in Canada is simply amazing. It represents the best in professionalism, creativity, and purpose. Our awards gala is an opportunity to celebrate that work.”

The Anatomy of a Winning Campaign

This year's top honor, the 'Best in Show' award, went to Toronto-based Craft Public Relations for its “Your First Crush, All Grown Up” campaign for Keurig Dr Pepper Canada. The campaign, which also secured Gold awards for 'New Product or Service Launch' and 'Canadian Marketing Communications Campaign of the Year', provides a masterclass in modern brand building through nostalgia.

Tasked with launching Crush Zero Sugar, the agency tapped into the powerful emotional connection many Canadians have with the iconic soda brand. The strategy hinged on a clever fusion of nostalgia and celebrity, enlisting actor Chad Michael Murray, a star of early 2000s teen dramas, to personify the theme. The campaign's multi-channel execution included online video, out-of-home advertising, and a robust social media and influencer program, culminating in a prom-themed promotional event in Toronto.

By framing the new zero-sugar product as a mature evolution of a beloved classic, the campaign successfully bridged the gap between past and present, driving significant consumer interest and demonstrating the potent commercial power of a well-executed, emotionally resonant idea.

PR as a Force for Real-World Change

While creative marketing campaigns captured top honors, the awards also highlighted the profound societal impact of strategic communications. A standout example is the “Sick of Sick Notes” campaign by Doctors Manitoba, which earned a Gold award for 'Canadian Government Relations Campaign of the Year' and a Bronze for 'Best Integrated Communications – Large Budget'.

The campaign tackled a systemic issue plaguing the province's healthcare system: the administrative burden of physicians writing sick notes for short-term absences. Doctors Manitoba framed the issue not as a mere inconvenience, but as a significant drain on medical resources, calculating that the practice consumed time equivalent to over 300,000 patient appointments annually.

Through a targeted public advocacy and government relations strategy, the organization engaged business leaders, labor groups, and the public to build a broad consensus for change. Their efforts culminated in a major policy victory: the Manitoba government introduced legislation to largely eliminate the requirement for sick notes for short-term absences. This campaign is a powerful testament to how strategic PR can move beyond brand promotion to influence public policy and generate tangible benefits for the community, in this case freeing up critical healthcare resources.

Other winners also underscored this trend toward purpose-driven work. ViiV Healthcare Canada's “Faces of HIV” won Gold for 'Canadian Diversity, Equity, and Inclusion Campaign of the Year' for its work in destigmatizing HIV, while Craft Public Relations also won Gold in 'Best Corporate Social Responsibility Campaign' for its “Firehouse Subs Touch-The-Truck” initiative.

The Maestros of the Message

The awards not only celebrate campaigns but also the agencies and in-house teams behind them. This year, a few key players demonstrated consistent excellence across multiple categories, solidifying their positions as industry leaders.

Craft Public Relations emerged as a dominant force, taking home the coveted 'Best in Show' and a remarkable number of Gold awards for clients like Keurig Dr Pepper Canada, Moosehead Breweries, and Reese's. Their success across brand development, digital communications, and marketing campaigns points to a deep expertise in creative, consumer-focused public relations.

Global agency Weber Shandwick Canada also had a strong showing, earning accolades for its work with major brands like McDonald's Canada and Mastercard. Their wins in categories like 'Best Influencer Campaign' and 'Best Use of Media Relations' highlight their prowess in executing large-scale, integrated campaigns for corporate giants.

Meanwhile, the awards for Agency of the Year recognized excellence at different scales. Monogram Communications won Gold for 'Agency Team of the Year – Small', proving that impactful work is not limited to large firms. On the client side, the University of Toronto was named 'In House Team of the Year – Large', recognizing the strength of its internal communications department.

“The competition for our awards program is intense,” noted Lisa Covens, Board Liaison to the CPRS National Major Awards Committee. “We receive far more submissions than there are awards to be handed out. This just shows the calibre of professional communications talent here in Canada.”

Navigating the New Communications Landscape

The winning campaigns reflect an industry grappling with and adapting to profound shifts in technology and consumer behavior. The rapid integration of Artificial Intelligence is no longer a future concept but a present-day reality, with agencies using AI for everything from initial brainstorming to sophisticated data analysis. This allows professionals to focus less on tedious tasks and more on high-level strategy and relationship building.

Furthermore, there is a clear and growing demand for authenticity. The success of campaigns rooted in nostalgia or genuine social impact shows that audiences are increasingly drawn to unfiltered storytelling and brands that demonstrate real commitment to their stated values. This requires a seamless, integrated approach where video, social media, experiential events, and traditional media relations work in concert to build a consistent and credible brand narrative.

As the 2026 CPRS Awards demonstrate, the Canadian public relations profession is thriving. It is an industry defined by its strategic thinking, creative execution, and its growing ability to not only shape brand perception but also drive meaningful business and societal outcomes.