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LCBO Adds Proof Strategies to its Agency Mix

October 18, 2022

Proof Strategies wins public relations AOR mandate in competitive pitch

October 18, 2022, TORONTO — Proof Strategies, Canada’s leading independent communications agency, has become the Liquor Control Board of Ontario’s (LCBO) first public relations agency of record after winning a competitive RFP process.

Proof’s mandate includes integrated marketing campaigns for the LCBO brand family (LCBO, Vintages and Food & Drink) and its social impact platform “Spirit of Sustainability” as well as support to the LCBO Corporate Communications Office.

“The LCBO has a long history as a responsible retailer and wholesaler of beverage alcohol in Ontario and a major contributor to the province through its annual dividend and social impact initiatives,” said Josh Cobden, Executive Vice President, Proof Strategies. “Proof’s ideal client is one that embraces innovation and leads with purpose, and the LCBO delivers on both.”

“Proof Strategies wowed us with their strategic thinking, highly relevant experience and deep understanding of trust,” said Krista Moriarity, Director, Integrated Marketing, Marketing & Customer Intelligence, LCBO. “Our shared values around excellence, sustainability and integrity make Proof and LCBO like-minded organizations, and we look forward to a great partnership.”

Work begins immediately, and will be supported by a purpose-built, cross-functional team at Proof.

About Proof Strategies  

For leaders responsible for managing, protecting and building organizations and brands, Proof Strategies is a public relations, government relations and communications partner that “asks better questions” to create insight, grow trust and support clients. Founded in 1994, the independent agency has earned more than 300 awards for client work and industry leadership, including Best Workplace in Canada in 2010 by Great Place to Work™, Agency Team of the Year in 2020 by the Canadian Public Relations Society and Caring Company Certification in 2022 by Imagine Canada. Proof has been carbon neutral since 2008. Follow Proof at and on Twitter and Instagram at @get_proof.  

Media Contact  

Maddy Porter

Senior Consultant, Proof Strategies