Crestview Strategy Canada's leading public affairs agency
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Crestview Strategy Integrated Public Affairs Support
Crestview Strategy
Canada’s leading
public affairs
agency
We are experts in public strategy, insights,
and citizen movements.
Unsolicited capabilities presentation
Crestview Strategy | crestviewstrategy.com
Crestview Strategy | Integrated Public Affairs Support
Memberships
Crestview Strategy is committed to using the best and highest quality industry methodology
in research, public affairs and communications. We are members in good standing and active
participants in advancing our profession(s) in the following associations:
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Crestview Strategy | Integrated Public Affairs Support
Contents
About Crestview Strategy 04
Drive winning arguments 05
Drive winning engagement 05
Better data drives winning insights 05
Market and crisis communications that drives winning the day 05
Trusted by the Country‘s Biggest Brands 06
Crestview Strategy in the Media 07
What We Do 9
Government Relations 10
Research and Insights 12
Strategic Communications 14
Campaigns and Digital Mobilization 16
Investment and Transaction Support 18
Our Products 19
Select Case Studies 21
Case Study: Lyft Ridesharing 22
Case Study: Coca-Cola Canada 22
Case Study: Global Campaigns Process 23
Case Study: Corporate Intelligence 23
Case Study: Canadian Chamber of Commerce 23
Case Study: Global Financial Technology Company 24
Case Study: Insurance Bureau of Canada - Driving Choice Campaign 24
Case Study: Ontario Long Term Care Association 25
Our Team 26
Our Leadership 27
Our Team 31
Contact 33
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Crestview Strategy | Integrated Public Affairs Support
Who We Are
About Crestview Strategy
Crestview Strategy was launched in 2004 by Mark Spiro. Ottawa, Toronto, Vancouver, and Washington, D.C. Our
The leadership of the agency currently includes four team of subject matter experts specialize in offering
partners, Mark Spiro, Chad Rogers, Christine McMillan their vast experience helping international brands and
and Rob Moore. Crestview Strategy is founded on a companies quickly enter and gain approval within the
methodology of winning campaign mobilization techniques Canadian legislative and regulatory frameworks. Our
from the political realm that delivers results for corporate seasoned professionals have worked with multi-national
clients across sectors and global jurisdictions. Today, corporations, associations, and not-for-profit organizations
Crestview Strategy has grown to become an international alike in helping them achieve their strategic objectives.
public affairs agency with more than 70 consultants
working from Calgary, Edmonton, Halifax, London, U.K.,
Top
100
Recognized as Top 100
lobbyists in Canada
50+
The Hill Times
Professionals
15 Years
In business as a
Canadian based global
agency
Work with
Fortune
500 Companies
100+
Clients
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Crestview Strategy | Integrated Public Affairs Support
We make, change, and
mobilize public opinion
Drive winning arguments Better data leads to winning insights
We design and execute deliberative research programs that
Crestview Strategy effectively represents the interests of
inform and provide insight into clients’ most critical decisions.
corporations, not-for-profits and industry associations to
Following a disciplined set of principles, Crestview Strategy
achieve results with governments around the world. No
has experience in numerous qualitative and quantitative
longer is a winning outcome based on ‘who you know’ or the
techniques for effectively measuring opinions among key
‘magic meeting’. It is about contributing to the policy process,
audiences and, in particular, using research to identify when
presenting a case that is supported by authentic community
and how opinions can be leveraged and mobilized for their
voices, and getting in front of the right decision-makers and
greatest impact.
opinion leaders to make that case.
Build winning engagement Market and crisis communications
that win the day
We build and run campaigns that mobilize support and
We develop strategy for clients using a deliberative or
impact change for both political and corporate clients.
adversarial model, modelling arguments not as they would
Mobilization campaigns are premised on the simple fact that
exist in a marketing and communications environment in the
for elected officials, the single most influential voice in sha-
pursuit of market share, but in the chaotic and aggressive
ping their decision is that of their local voters, influencers, and
world of campaigns. How you tell your story and where you
community leaders. The benefits of mobilization go beyond
tell it is often the difference in successfully changing opinion,
just a one-off campaign. The long-term goal of mobilization is
defending your interests, obtaining approval and mobilizing
to increase engagement, provide greater value for members,
stakeholders.
and to increase the share of voice and influence outcomes.
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Crestview Strategy | Integrated Public Affairs Support
Our Clients
Trusted by the World’s
Biggest Brands
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Crestview Strategy | Integrated Public Affairs Support
Crestview Strategy in the Media
Team Appearances
Maryscott Greenwood Ashton Arsenault Andrew Brander
Partner and Managing Director of US Vice President Vice President
Chad Rogers Dan Moulton Ginny Roth
Founding Partner Vice President Vice President
“I think the premier genuinely believes a lot of his “Delays and ambiguity kill deals. Deal participants know
remaining priorities in this mandate rely on his ability to this, but our public-sector partners often forget it. While
work with the prime minister,” says Ginny Roth, a senior the government must ultimately provide clarity on the
executive with government relations firm Crestview viability of a deal, it has no obligation to guarantee speed
Strategy and a longtime Progressive Conservative and without the right two-way conversation, this new risk
insider. will remain acute.”
Ginny Roth Chad Rogers
Vice President, Government Relations Founding Partner
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Crestview Strategy | Integrated Public Affairs Support
Crestview Strategy in the Media
Team Appearances
Our professionals participate in public debate at a high level and are frequently sought-after commen-
tators in media. They have appeared in the following outlets:
Print Radio Broadcast
BNN Bloomberg POLITICO
Bloomberg Businessweek Sportsnet 1310 News BBC News
Brexit Central The Georgia Straight 580 CFRA CBC News Network
Business Insider The Globe and Mail 630CHED CBC Power & Politics
CBC News The HILL AM640 CBC Toronto
Conservative Home The Hill Times BBC Radio CNN
CP24 The Lobby Monitor CBC Edmonton CP24
CTV News The Province CBC Here and Now CPAC
Evening Standard The Washington Post CBC Metro Morning CTV News
Financial Post The New York Times CBC PEI CTV Power Play
Foreign Policy Toronto Star CBC/Radio-Canada CTV The Vote
Fortune Toronto Sun CBC The House Global News
Fox News TVO CFRA Ottawa The Morning Show
Global News International Business Times Edmonton AM TVO The Agenda
iPolitics Policy Options Global News Radio BNN Bloomberg
Maclean’s Yahoo News Global Toronto CNBC TV
National Observer Washington Business Journal LBC News MSNBC
National Post The Canadian Press Newstalk 1010
Ottawa Business Journal Zoomer Radio
Ottawa Citizen
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Crestview Strategy | Integrated Public Affairs Support
What We Do
Services
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Crestview Strategy | Integrated Public Affairs Support
Practice Area
Government Relations
Serving at the intersection of government and business, Actionable Intelligence Gathering
we drive winning outcomes by mitigating risks and secu- We deploy social and mainstream media and legislative
ring opportunities. Some of the world’s largest companies, tracking tools and proprietary methodology coupled with
most trusted brands and high-profile industries rely on on-the-ground intelligence gathering to ensure clients are
the team at Crestview Strategy to advise, support and ahead of breaking news in high-stakes decision-making
represent them to elected officials and key stakeholders environments.
in Ottawa, in every provincial capital in Canada and at city
halls in every part of the country and around the world. We Engagement Plans
are proud of the work we do, and our team is driven to win We develop ambitious engagement plans for clients that
on behalf of our clients. take circles of influence into account, targeting not only to-
day’s decision-makers but those who influence them. Our
Strategic Planning plans are designed to make the advocacy case with the
Government relations strategies are only as effective as the target audience in mind leading to enhanced partnerships
thought and planning that goes into each tactic. Before any with government and winning public policy outcomes.
engagement, we implement a rigorous strategic planning
process, which includes a written plan formulated after Advocacy Days
a strategy session with all project team members. This We apply a tested model to achieve high-impact advocacy
process allows for a comprehensive understanding of the on a short timeline in parliaments and legislatures at natio-
most important issues to be addressed and ensures our nal and subnational capitals. We execute advocacy days
actions are guided by strategy, thoughtful and deliberate to as a project for clients seeking to have maximum influence
maximize impact. as part of a broader strategy for clients committed to long-
term advocacy and relationship building.
We run scenarios and use analysis tools that take the
political environment and issue landscape into account Association and Coalition
to chart government relations strategies. We review the evi- Development
dence and rely on data to uncover solutions that align with We increase and multiply influence by developing shared
government objectives. We then develop master narratives and alternative voices in the public policy arena. We build
and advocacy project plans designed to make the best consensus among stakeholders to have a more significant
possible case to decision-makers to make change on be- advocacy impact on the government and the public. We
half of our clients. guide associations toward priority-setting to achieve win-
ning advocacy outcomes.
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Stakeholder Mapping and Advocacy Training
Management We have developed an advocacy training program for in-
We track, manage and influence allied stakeholders and house government relations professionals and executives
opponents to build coalitions of support and account looking to engage policymakers on behalf of their business
for counter-narratives. We achieve winning advocacy or organization. Using the same proven strategies we use
outcomes by developing partnerships, aligning voices and daily, we provide a complete curriculum and toolkit on how
mitigating opposing influences. to conduct government advocacy in an easy-to-follow
workshop format. Our training sessions are customized to
Direct Political Engagement meet individual needs and best align with your policy and
While there is no such thing as the “magic meeting,” government relations goals.
we understand the role that direct contact with elected
officials plays in any government relations strategy. Our Legislative Monitoring
experienced government relations professionals come We use advanced monitoring tools and active analyst mo-
prepared to every meeting and assist in developing nitoring to keep clients up to date on all things relevant in
relevant documents including, presentations, talking points most jurisdictions in Canada. We provide concise summa-
and leave behind materials. We then ensure appropriate ries, briefing notes and real-time alerts to keep you up to
follow up and continue to nurture the relationship long after date on pieces of legislation and debates that could impact
the meeting has ended. your business or organization’s policy goals.
Policy Development and
Impact Analysis
We provide strategic counsel to help businesses identify
their policy goals and effectively pursue direct advocacy.
We rely on evidence and data, bringing our understanding
of the public policy landscape to help our clients develop
thoughtful policy solutions to some of the biggest issu-
es facing decision makers. Our proven methods have
advanced policies in several key sectors at all three levels
of government in Canada and around the world. We readily
prepare resources to help assess the impact of policy
changes and we use these assessments to craft winning
arguments for stakeholders in the government, industry
and the public.
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Practice Area
Research and Insights
We design and execute research programs that provide Perception Gauge and Audit
insight into our clients’ most critical business decisions. Our perception audit enables companies and organizations
Following a disciplined set of principles, our team uses to fully understand how they are perceived by a range of
numerous qualitative and quantitative techniques for audiences. We apply both qualitative and quantitative ap-
effectively measuring opinions among key audiences. proaches to determine the degree to which organizations
Using research, we identify when and how opinions can are perceived positively by various key audiences, inclu-
be leveraged and mobilized for their greatest impact. ding the general public, media opinion leaders, internal sta-
Crestview Strategy’s Research team is comprised of highly keholders, political decision-makers, and other influential
trained qualitative and quantitative researchers that employ corporate executives. Our rigorous process unearths how
academically proven methodologies aligned with leading different groups of stakeholders perceive specific organi-
industry standards. zations and what drives their perceptions, culminating in a
final report with strategic, actionable recommendations to
Market Opportunity Sizing address perception gaps.
Our team of data scientists and researchers size market
and business opportunities for global clients. Our deep- Message Testing
dive research studies focus on building solid quantitative Our team can rapidly build out a message testing frame-
models that predict sectors of growth over the coming work and gather data to reveal which messages are most
decades, helping clients make investment decisions or likely to work with specific audiences by combining the
persuade policymakers to create a favourable regulatory exploratory nature of focus group discussions with the
environment. rigour of perception analyzer tools. We design the research
guide to ensure that the focus group discussions centre
We ground our models in robust statistical methods and around some probing questions, along with some inter-
minimize the need for assumptions. Our data scientists active activities where participants use dials to convey
curate data from a range of sources, design a modelling their opinions every second. This process often activates
framework based on strong theoretical constructs, and emotion-driven judgement and ensures that the responses
subject the model to a range of validity tests. This me- we get are measurable and far more revealing than a tradi-
thodology enables us to present predictive scenarios to tional focus group or a survey. The individualized dials-ba-
policymakers and corporate executives alike to allow them sed response, primarily in reaction to an external stimulus,
to make strategic decisions backed by reliable data. also helps minimize groupthink and conformity bias, which
further ensures that the insights we gain are immeasurably
rich and much closer to the truth. As a result, we are able
to find and associate the most effective messages with
each audience type, ensuring that our clients’ campaigns
are successful from the get-go.
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Political Risk Assessment Advocacy Audit and Program
Our Political Risk Assessment draws its strength from a Evaluation
rigorous methodology that is context-appropriate, careful We work with organizations and businesses to assess their
analysis that blends quantitative and qualitative research ongoing advocacy goals and activities and determine how
techniques, and a risk brief that provides intelligent com- to best focus their efforts on what matters and achieve
mentary on factors influencing political risk and what it concrete results. We use academically proven, rigorous
might mean for our clients’ business strategies. To ensure methodologies to deliver rich insights about your organiza-
that we are capturing accurate, on-the-ground intel, we lay- tion or industry that is backed by real, unbiased evidence.
er our quantitative analysis with qualitative evidence using We use qualitative tools such as focus groups and in-depth
focused interviews with decision-makers and core stake- interviews as well as quantitative tools such as surveys
holders. and big-data analysis to understand your advocacy impact
We focus on “the why” and “what now” with concise brie- and benchmark it against other analogous organizations or
fings tailored for high-level executives packed with insights businesses. We then provide concrete steps to amplify and
that interpret how the various elements driving political risk enhance your advocacy to achieve your identified goals as
can impact our clients’ strategic outcomes. We connect the quickly as possible.
dots so our clients can focus on making decisions backed
by data and thoughtful analysis.
Audience Analysis
Whether you have an existing campaign or are looking to
build one, knowing your target audience is key to mobili-
zing public support. We use a highly rigorous methodology
to understand who your existing audience of support is
and how best to activate them. Using advanced statistical
method, we can segment the audience by demographic,
socio-economic, and political categories and uncover
the latent audience groups. This process will allow you to
refine your messaging, target specific demographics and
understand what motivates your existing supporters to
take action on your behalf.
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Practice Area
Strategic Communications
A thoughtful communications strategy, based on a core nar- Additional materials are developed based on the core narrati-
rative, is a critical requirement in any effort to impact public ve as required, for example:
opinion. We build and execute programs that lead specific
audiences to understand and support our client objectives. Stakeholder Map: including consideration for the appropriate
We recognize that effective and compelling communicati- channels of communication and messages.
ons are a critical requirement in any effort to move public
opinion. The strategy deployed to tell a story, and where it is Statements: to be developed as a core set of responses to
told, is often the difference in successfully changing opinion, questions from external audiences.
defending interests, obtaining approval and mobilizing stake-
holders. Crestview Strategy has experience advising clients Internal Communications Products: keeping employees infor-
in high-stakes, high-profile campaigns with communications med and engaged ensures business continuity and prevents
strategy development and execution. leaks, employee disengagement, and loss of productivity.
Issues and Crisis Management Questions & Answers: along with an evolving list of potential
Our approach is focused on achieving a winning outcome questions from each stakeholder, we will maintain a list of
for our clients. Crestview Strategy’s methodology is based approved answers to common questions that can be used by
on knowing more and taking direct action. We identify the designated spokespeople.
most important and influential audiences for meeting your
objective and ensure that you are directly targeting them with Press Release(s): in partnership with legal counsel,
the right messages and track success. This attention to detail Crestview Strategy can prepare press releases and other
and measurement is how we help our clients win: public-facing materials.
1. Ensuring consistency of messaging and a controlled Backgrounders, fact sheets, social media posts, etc.: based
narrative through all relevant channels. on need, we will create the appropriate materials to support
2. Conducting active outreach to key stakeholders. the narrative and communication with stakeholders.
3. Implementing comprehensive monitoring.
Our seasoned team is also specialized in cyber threat prepa-
In every issue or crisis scenario, Crestview Strategy deve- redness, with expertise across data breach and cyber attack
lops a robust communications platform that anticipates all simulations, playbooks, incident response and strategic
eventualities. This approach is derived from our experience cyber security planning for major corporations. Crestview’s
in developing messaging aimed at changing behaviour and professionals have worked on these issues with clients that
opinions in the political sphere. include financial regulators, IT providers, gaming companies,
retailers, insurance companies and law firms.
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Crestview Strategy’s preparation ahead of the session will
Media and Social Monitoring
include:
Often our clients’ most vital resource is their reputation.
• Reviewing the client’s recent media coverage and
Comprehensive media monitoring and issues tracking
interviews
help protect this precious asset through the proactive and
• Reviewing specific issues, context and content rele-
early identification of threat. It also allows us to stay on
vant to potential media interviews
top of emerging issues, track competitor and adversarial
• Preparating a customized media training presentation,
movements, and will enable us to benchmark, assess, and
including specific customized scenarios
revise our approach with media.
Crestview Strategy uses keyword-driven software and a
Executive Visibility and Thought
proprietary methodology to keep us apprised of what is
Leadership
Crestview Strategy’s strategic approach to public relations
being said and by whom – on an as-it-happens basis. Our
is holistic, incorporating the brand of the organization with
methodology is to develop an evolving set of keywords that
the personal brands of executive leadership. Strategic en-
is refined weekly to ensure we capture every mention, con-
gagement in the public sphere – through awards, spea-
sidering unique languages and niche channels to ensure
king opportunities, and media – provide a platform through
early warning signs are flagged.
which an organization can credibly speak on issues impac-
ting their industry.
We customize our reports to each unique client situation,
usually beginning with a daily streamlined traditional and
Our foundation as a public affairs firm means we take a
social media report each morning and ramping up to
‘campaign’ style approach to thought leadership by finding
multiple daily or ‘as-it-happens’ reports during the most
opportunities for your organization to take a leadership role
intensive periods of a transaction or crisis to ensure we
and stand out amongst your peers when it matters most.
always have up-to-the- minute information.
Beginning with a strategic planning session and the de-
Media Training
velopment of a core narrative that aligns with business and
Crestview Strategy’s approach to media training goes be-
public policy objectives, our team of experts will develop a
yond delivering key messages by focusing on techniques
calendar of opportunities to position executives as experts
that help successfully change opinion and defend your in-
with media, ensuring your perspective is articulated in the
terests. We see every media interview as an opportunity to
public dialogue. This methodology is also used to evaluate
shape the narrative on issues, rather than merely respon-
inbound opportunities ensuring they align with our objecti-
ding to the media’s current point of view. Our objective is
ves and reach priority audiences.
to ensure that our clients’ position is well articulated and
understood by media and their audiences.
For every client, we tailor an online or in-person media trai-
ning based on the needs and experience. Training sessions
include feedback specific to the individual’s skill-level, as
well as address the current media context where many
interviews are conducted via online video platforms like
Skype or Zoom.
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Practice Area
Campaigns and Digital
Mobilization
The Campaigns and Digital Mobilization practice at Crest- Community Engagement
view Strategy develops campaigns premised on the fact In the modern age, campaigning has become synonymous
that, for elected officials, the single most influential voice in with community building. We build online communities that
shaping their decisions is that of their local voters, influen- take real-world action on the issues important to you. Using
cers, and community leaders. Our team of campaigners digital platforms, we bring like-minded individuals together to
honed their craft in the crucible of political and advocacy discuss and take action on issues of shared importance. We
campaigns and have refined our approach along three core then use these communities to take action in the real world,
streams, powered by our proprietary mobilization platform, such as attending events, signing petitions, sending letters or
Mobilizer™. engaging with politicians directly. We nurture discussion on
these platforms to build our clients the most passionate and
Crestview Strategy’s key to successful mobilization cam- motivated supporter community possible, so that they can
paigns is to preserve the authenticity of each person we take swift action when needed.
engage and activate. This authentic mobilization is facilita-
ted by a proprietary methodology that finds and activates Creative Storytelling
individuals that meet the demographic and psychographic Every good campaign has a story behind it. With our in-
target our clients need to engage. This is combined with house creative team, we create stories that connect with
a campaign management platform that tracks and moves the specific audience most likely to engage on your issue
individuals along an activist journey – eventually mobilizing and encourage them to take action. We also use creative
them to take action in support of our client’s campaign and engaging campaign activities, experiences and guerilla
objectives. marketing tactics to engage stakeholders and decision-
makers with compelling stories.
Campaign Planning
Whenever we develop a campaign, we undertake a com- Campaign Training
prehensive planning phase that ensures we maximize the Crestview Strategy’s team members have served on the
impact of each campaign we run. We use a comprehensive campaigns of elected representatives of all levels of govern-
planning methodology to map out and understand all the re- ment in Canada and on national campaigns and referendums
levant externalities and internal factors that could impact the around the world. Using this first-hand experience and our
campaign. From there, we formulate a complete campaign proprietary tool, Campaign Maker, Crestview Strategy can
plan, including potential key messages, creative treatments help develop an effective and original advocacy campaign
and target demographics for each campaign. This plan is from the ground up while giving your team the tools neces-
then rigorously tested in the first weeks of the campaign and sary to run it themselves.
then scaled to ensure the maximum level of mobilization.
16Crestview Strategy | Integrated Public Affairs Support
Voter Mobilization Field Mobilization
When Crestview Strategy engages in campaigns, we don’t Crestview Strategy understands the importance of in-
just find you voters to support your issue; we build move- person contact to shaping opinion and mobilizing support.
ments and communities. Using digital tools and platforms, Studies have repeatedly shown that in-person canvassing
Crestview Strategy builds and creates dynamic communi- increases voter turnout. This same principle governs our
ties of voters motivated to take action on relevant issues. We strategy for issue-based campaigns. We look to engage
inspire your community of supporters and encourage them individuals in-person to take action on a particular issue
up the advocacy ladder to take further action. and move them up the advocacy ladder. Field mobilization
allows for more reliable actions and increase engagement
Advocacy Amplification on your issue, and can be a great way to identify and
Amplify your advocacy day by targeting our curated data- engage with your strongest potential advocates.
bases of influential audiences including media, political
party insiders, and decision-makers across all platforms Social License Campaigns
and devices. We amplify your message with the right Managing stakeholders, earning public trust and building
people. momentum are all key aspects of any social license
campaign. Gaining acceptance by the wider community
Shareholder Mobilization can be a challenge for some projects and businesses,
Shareholder meetings have become a contentious place for particularly those who may be perceived as controversial
some of the world’s largest companies. From shareholder or challenging social norms. Whether it is undertaking a
activists to controversial mergers or acquisitions, what was new infrastructure project, adjusting land use regulations
once a routine meeting with few attendees has become a on private land or in a right-of-way, building social capital
raucous event for many companies and has added a new and buy-in amongst community, business and public
level of uncertainty in corporate leaders. Crestview Strategy stakeholders is essential to ensure a project goes ahead.
uses the strategies learned through years of experience at Crestview Strategy uses our campaigning principles and
shareholder meetings and leadership conventions to help tactics to mobilize public opinion, engage stakeholders and
shape opinion and mobilize shareholders in advance of move the needle on public opinion on issues perceived to
corporate meetings. We use the latest digital technology to be controversial by the general public. We help businesses
mobilize your supporters, engage your shareholders, and build trust and legitimacy in the public arena and engage
ultimately help you win the vote. stakeholders to build the public and political goodwill to
shift the debate about your issue.
17Crestview Strategy | Integrated Public Affairs Support
Practice Area
Investment and Transaction
Support
As the ramifications of COVID-19 play out across the global Foreign investment pursuits in this environment will be
economy, and public discussions in Western democracies undeniably riskier and take longer, with the politics and
take a protectionist tone, the Canadian government public policy more complicated to navigate. Defence
position on foreign investment is evolving. While this against unsolicited proposals will also be more complex.
government is not particularly skeptical in its approach At the same time, business opportunity upside has
to globalization, the lens through which it views foreign perhaps never been greater, and the timely presentation
investment is changing. of the right case to the right decision-makers will make the
difference between Investment Canada Act (ICA) approval
Through this crisis, the government is increasingly focused success or failure.
on protecting public health as well as vulnerable Canadian
companies and sectors. The government is placing Crestview Strategy has experience working within secure
greater emphasis on national security considerations transaction environments, engaging in conflict checks,
in what is becoming a “wartime economy”. Further, a ethical screens, and maintaining secure and commercially
minority Parliament increases the likelihood of deals being sensitive information in complete confidence in a small
politicized, adding a less predictable risk factor to foreign group as part of the deal team.
investment.
The government has not fully addressed how it will
deal with failing Canadian companies that lack a viable
domestic private sector rescue option. The recently
announced Large Employer Emergency Financing Facility
(LEEFF) lacks detail, including whether companies
receiving funding would be prevented from considering
even a partial sale to a foreign entity, while consumer
struggles will likely heighten competition concerns.
Cabinet committees are not functioning normally
and challenges in secure document flow to officials, staff
and ministers remain a concern. Enhanced scrutiny of all
foreign investment will apply for the foreseeable future,
depending on the speed of economic recovery and the
security of health and food supply chains.
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Products
Risk Assessment Metric™
Crestview Strategy‘s actionable intelligence methodology powered by machine learning.
Mobilizer™
Crestview Strategy‘s digital campaigns and mobilization platform and voter contact system.
Influencer Views™
Crestview Strategy‘s stakeholder mapping system and methodology.
Media Intelligence™
Crestview Strategy‘s traditional and social media aggregation and listening platform.
19Crestview Strategy | Integrated Public Affairs Support
Crestview Strategy
Our Products
Risk Assessment Metric™ Influencer Views™
The world of public and political affairs is shaped by opini- Business and political decisions are no longer solely driven
on. Crestview Strategy’s Risk Assessment Metric™ (RAM) by a select group of policymakers. For every industry
applies sophisticated machine learning algorithms to and market, journalists, researchers, media personalities
uncover actionable intelligence from millions of data points. and a range of other stakeholders make up the influencer
We employ advanced tools to sift through quintillions of universe that drives the discussion of important business
bytes of data across the web and identify posts, discussi- decisions. Crestview Strategy’s proprietary Influencer
ons, comments and articles that are of most relevance to Views™ platform combines in-depth stakeholder profiling,
our clients’ issues. Once these posts are curated, machine detailed connection mapping, active influencer monitoring
learning algorithms – trained by our research team – classi- and detailed analysis in one intuitive digital platform.
fy the level of risk posed by each of these posts and detect The right information about an intricate stakeholder uni-
key themes dominating these discussions to effectively verse can unlock valuable opportunities to create a lasting
identify influencers impacting the public narrative. impact on critical policy decisions, including who can be
persuaded to offer support, who poses the greatest threat
At its most basic level, RAM™ identifies the overall risk to to your business objectives and determining the degree to
our clients and tracks the evolution of that risk on a daily which they can persuade key decision-makers.
basis. A more sophisticated version of RAM™ can then
map the relative risk level presented by each influencer Media Intelligence™
or stakeholder group to our clients and help direct their Media Intelligence™ is Crestview Strategy’s digital tool
efforts to areas with the highest immediate impact. At its that curates the most relevant social and traditional media
most advanced, RAM™ can make informed predictions content from key markets around the world and provides
around the impact of evolving public narrative on our succinct, actionable intelligence for decision-makers. Time
clients’ objectives, whether it is profits or outcomes of key is the most valuable asset for decision-makers. Monitoring
public policy issues. developments in markets around the world requires both
the time to consider how these developments will affect
Mobilizer™ Campaign Platform business operations and knowledge of the influencers in
We have developed a proprietary mobilization platform from that market. With Media Intelligence™, Crestview Strategy
the ground up because off-the-shelf options do not provide delivers these insights straight to your inbox. Until now, cap-
sufficient data ownership. It is designed specifically for ad- turing the most important in-market news and data meant
vocacy campaigns and facilitates three core streams of our dedicating time and energy to comb through a wide varie-
approach: voter identification, voter contact, and voter mo- ty of sources on a daily basis. Media Intelligence™ gathers
bilization. Mobilizer™ can plug into your existing assets whi- that information and presents it in a clean, easy-to-use in-
le adhering to modern privacy and consent requirements. terface, while also instantly analyzing social media engage-
ment and risk levels.
20Crestview Strategy | Integrated Public Affairs Support Select Case Studies 21
Crestview Strategy | Integrated Public Affairs Support
Our Work
Select Case Studies
01 As Lyft continued to scale up in cities across the United States, Crestview
Strategy worked with Lyft’s international team to size the risk – and surface
Lyft Ridesharing
opportunity – for Lyft’s expansion into Canada. Our mandate was to introduce
Lyft to Canadians in markets across the country using Toronto as the initial
launch market to demonstrate brand and grow foothold over time. The ultimate
goal was to build excitement, enter the market with momentum, and recruit
riders and drivers to try something new.
At a time when ridesharing remained a hostile issue on the streets in Toronto,
to high profile stories covering taxi driver suicides in New York City, the launch
required the careful development of a comprehensive public affairs and issues
management strategy and playbook to drive all tactical decision making.
Lyft’s entry into the Canadian market exceeded all expectations, successfully
branding the company in the minds of Torontonians as the friendlier competitor
in the ridesharing market. Crestview Strategy’s engagement and relationship-
building model left a lasting impression, not only in Toronto but in other cities
across the country. Lyft continues to rely on Crestview Strategy’s ongoing
advice and counsel.
02 Coca-Cola Canada faces an evolving and diverse set of issues ranging from sto-
Coca-Cola Canada ries that break on the other side of the world and impact local reputation, to local
investments to enter new product categories resulting in stakeholder upheaval.
Labour disputes globally, animal treatment in the US, water bottle bans at munici-
palities from Victoria to Oshawa, sugar tax proposals in the Northwest Territories,
water waste protests by Greenpeace and efforts by the federal government to
ban marketing to kids or label products with cigarette-package style warning
labels - all combine to create an ongoing, evolving, and complex stakeholder en-
vironment for Coca-Cola Canada.
Throughout the last seven years of its engagement with Crestview Strategy, Co-
ca-Cola has successfully navigated the pitfalls of dozens of complex stakeholder
challenges, maintaining a positive brand reputation amid ongoing issues ma-
nagement challenges that span every jurisdiction in the country.
22Crestview Strategy | Integrated Public Affairs Support
03 Working with a global consumer business in a highly regulated sector, we
Global supported teams across markets globally in the development of bespoke, elite-
Campaigns level campaigns tailored to each specific market environment. Each campaign
Process we build is focused on securing an improved fiscal and regulatory environment
for a new category of product. We have worked with multiple market teams
across the Americas, Europe, Africa and the Middle East using a four-stage
‘Virtual Workshop’ process we designed to facilitate project delivery during a
period of restricted international travel.
04 Retained by a Fortune 100 company, we were tasked with finding and
disseminating corporate and government intelligence within East Asia and
Corporate
Australia.
Intelligence
Our strategy engaged in a robust access to public information campaign and
direct official-to-official contact to gain a behind-the-scenes understanding
of government movements related to the priority business climate. Using the
intelligence gathered through our process, Crestview Strategy was able to
advise its client with respect to corporate resource placement and product
rollouts for the region(s) in question.
05 Engaged to carry out a multi-phase perception audit among the Chamber’s
Canadian Chamber external and internal stakeholders. Under tight turnaround deadlines, we
of Commerce identified high-profile external stakeholders, set-up and conducted twenty-six
in-depth interviews, synthesized findings into a detailed report, and prepared an
insights presentation for the Chamber’s Board of Directors.
Following the successful reception of the initial phase of work, the Board
commissioned our team to carry out a perception audit amongst the
Chamber’s industry members. We deployed a quantitative survey and gathered
feedback from the members, then distilled findings along with actionable
recommendations into a detailed deck that we presented to the Chamber’s
Executive Committee. Our findings led to adopted recommendations to
enhance visibility amongst certain stakeholders, revamp public-facing digital
communications, and provide industry members with a more visible platform to
voice their concerns to policymakers.
23Crestview Strategy | Integrated Public Affairs Support
06 Contracted by one of the world’s largest financial services companies, we
Global Financial carried out an exhaustive qualitative research exercise across Canada. Through
Technology Company twenty focus group sessions, we understood Canadian financial habits, how
different consumer groups use digital payments and rewards points programs,
and their opinions related to the design of rewards points programs. The
findings from this study deeply informed national campaign strategy.
We also subsequently carried out a national quantitative survey study to
determine whether Canadians’ opinions related to the design of rewards points
programs had shifted after the completion of the campaign. The findings were
used to inform the next round of advocacy plans.
07 In British Columbia, the province’s publicly-owned auto insurance provider
Insurance Bureau has come under intense scrutiny for cost overruns despite charging the
of Canada - Driving highest premiums for basic auto insurance in the country. Despite the
Choice Campaign NDP government’s acknowledgement of the problem, they have remained
committed to keeping the province’s auto insurance market closed to private
insurance providers.
In response, the Insurance Bureau of Canada engaged Crestview Strategy to
create a coalition and launch a mobilization campaign. The goal was simple –
persuade the opposition BC Liberals that ending the ICBC monopoly should be
a key element of their future platform, and ensure choice in insurance was the
ballot box question going into the next election.
Within 90 days, we built a supporter base of over 15,000 British Columbians
who collectively sent more than 10,000 emails to MLAs. We leveraged our
digital campaign tool Mobilizer, to craft a highly targeted and cost-efficient
outreach campaign through multiple digital channels, recruiting an average of
270 new supporters each day. The early results of the campaign have been
tangible – the BC Liberal party has already begun fundraising on auto insurance
as an issue, and the NDP government was forced to implement significant
reforms of the system to address growing public outrage. The campaign
continues to bring choice to the market by the end of 2021.
24Crestview Strategy | Integrated Public Affairs Support
08 Ontario’s 630 long-term care facilities face longstanding, systemic issues that
Ontario Long Term inhibit their ability to deliver the care our most vulnerable seniors deserve.
Care Association The COVID-19 pandemic has exacerbated low staffing levels and aging
infrastructure, while escalating narratives on privatization that distract from the
real solutions that are needed. The system is on the brink.
Crestview Strategy has taken an integrated approach to navigate the
government’s complex regulatory framework amidst a crisis to deliver on
seven emergency orders, while also successfully advocating for changes
to inspections and operational procedures that allowed homes to use staff
with greater flexibility. Crestview Strategy was proud to help introduce the
concept of the ‘Pandemic Premium’ to the government which was later an idea
adopted as pandemic pay. This was achieved through elevating the Ontario
Long Term Care Association (OLTCA) brand and reputation emerging as the
leading advocate for Ontario’s long-term care sector. The OLTCA and its CEO
are now called upon for commentary regionally, nationally and internationally
on healthcare system issues – including on all national news networks and
nightly broadcasts. Since the start of the pandemic, the OLTCA has reached an
average of 5,000 people each day on social media with strategic messaging,
increased its average impressions by more than eight-fold every month, and
built relationships with key journalists, government decision-makers, and
opinion leaders in the sector through engagement.
25Crestview Strategy | Integrated Public Affairs Support
Team
Members
Our Team
Our team members have worked in leadership roles profile companies and brands on existential threats
in politics, government, and the private sector. and major value creating events.
We have run campaigns, served Prime Ministers,
Premiers and Mayors, and advised large and high-
26Crestview Strategy | Integrated Public Affairs Support
Ashton Arsenault
Ashton Arsenault is Vice President based in Ottawa at Crestview Strategy. Ashton consistently
leverages his experience working in government for nearly a decade to identify trends and
unearth strategies to benefit our clients.
Vice President
Andrew Brander
With more than 15 years of experience in federal, provincial and municipal politics,
Andrew brings an instinctive understanding of government and media relations, strategic
communications and issues management. Andrew spent a decade in Ottawa under the Harper
Government, during which time he worked for Canada’s Minister of Transport, Minister of
Labour, and Minister of Natural Resources.
Vice President
Erin Bonokoski
Erin is a Vice President and brings more than a decade of senior strategic communications,
campaign and public affairs experience in both the public and private sectors, providing critical
insight and first-hand experience working across all government departments to influence
decision makers and implement results driven campaigns.
Vice President
Nathan Carr
Nathan Carr is Vice President and Product Lead of Crestview Strategy‘s Mobilizer platform.
With a decade of experience in public affairs, Nathan has helped break new ground in data-
driven mobilization for political campaigns and public affairs clients alike. A skilled campaigner,
Nathan has led teams to winning outcomes through federal, provincial, and municipal election
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campaigns.
Jackie Choquette
Jackie has nearly twenty years of public affairs experience working with governments of all
levels across Canada on a range of public policy issues and with clients of all sizes, from
multinational corporations to sole proprietor enterprises. Jackie served in several roles
in government, including Chief of Staff to the Ontario Minister of Community Safety and
Correctional Services and Chief of Staff to Ontario‘s Government House Leader.
Vice President
27Crestview Strategy | Integrated Public Affairs Support
Rob Gilmour
Rob Happy Gilmour provides critical insight on provincial politics, labour, union issues,
transportation, municipal and community relations, accessibility and the not-for-profit sector,
informed by over 20 years of public affairs, crisis communications, start-up and campaign work
experience. Rob has worked as Vice President for a national consultancy and at Queen’s Park
as the Deputy Executive Director of PC Caucus Services. He recently oversaw research and
Vice President political operations for the Ontario PC Caucus and has experience on Parliament Hill.
Maryscott Greenwood
A former American diplomat to Canada, frequent media commentator, and public
speaker, Maryscott (Scotty) Greenwood serves as a business and public policy advocate,
communications expert, and political strategist to Fortune 500 companies, trade associations,
and non-profit organizations. Scotty also assists clients with their legislative and public policy
challenges in the United States. Her experience cuts across borders and sectors, including
Partner
energy, transportation, life sciences, and professional sports.
Matthew John
Matthew brings twenty years of experience in government, business strategy and public affairs
in a career that includes leadership roles in the private and public sector. He served as Manager
of Outreach in the office of Prime Minister Stephen Harper and has held executive positions in
political parties at the federal and provincial level. He served as Business Development Manager
Chief Operating
in Deloitte’s SAP SuccessFactors practice and as National Client Development Manager for
Officer
Capital One’s Costco credit card program.
Joseph Lavoie
Joseph has more than a decade of campaign and public affairs experience, joining our agency
after years of honing his craft in the United States, Canada and abroad. As a senior political staffer,
Joseph served Canada’s former Minister of Foreign Affairs, John Baird before serving former Prime
Minister Stephen Harper as his Director of Strategic Communications. Joseph was an early pioneer
in using digital platforms to mobilize voters and citizens to take meaningful action.
Vice President
Robyn McIsaac
Robyn McIsaac is Vice President with Crestview Strategy, based out of the Halifax Office. Robyn
is an award-winning communications strategist specializing in issues management, reputation
management, crisis communications, employee communications, stakeholder engagement, and
corporate social responsibility. In 2012, Robyn founded The PR Hive, a full-service public relations
agency and built it into a leading Atlantic Canada corporate communications agency.
Vice President
28Crestview Strategy | Integrated Public Affairs Support
Christine McMillan
Christine brings over 20 years of experience in government and public affairs, with 11 years in
Canadian provincial politics. She played a key role in Ontario Premier McGuinty’s successful campaign
in 2003 and served as co-director of the Ontario Liberal war room in 2007. In 2019, Christine was
appointed by the Ontario Liberal Party to oversee the 2020 Leadership Convention as Secretary
General and currently, Christine is serving as the Ontario Liberal Party 2022 campaign director. She is
Partner
also a fellow at the Clayton H. Riddell Graduate Program in Political Management (Carleton University).
Rob Moore
Rob has over 20 years of experience in politics, corporate communications, public affairs and
business strategy, a career that has included leadership roles in both the private and public sector.
Rob has provided corporate reputation, issues management, and public affairs advice to clients in
numerous and varied industries and markets. He has been the lead executive with responsibility for
brand reputation, strategic planning, investor relations, and regulatory affairs for some of Canada’s
Partner
largest companies.
Dan Moulton
Dan joined Crestview Strategy after five years at the Government of Ontario, providing strategic
leadership and senior communications support on some of the most challenging files. Dan has built
a diverse and large client base that represent a range of consumer industries, including leading
technology and entertainment brands based in Silicon Valley. His portfolio includes Ticketmaster,
Lyft, and Square. He is a sought-after political commentator, regularly providing his insights on
Vice President major media outlets.
Julian Ovens
Julian brings extensive experience as an international corporate development leader, a natural
resources executive, and a senior government/political advisor. He was Chief of Staff to two of
Canada’s International Trade Ministers and the Minister of Foreign Affairs. He previously worked at
BHP, the world’s largest resources company, as Head of Strategy & Development (Potash/Diamonds),
as Project Director Iron Ore Africa based in Singapore, and engaged in global mergers & acquisitions
Vice President
work for BHP Billiton Aluminum in London. He also worked in the corporate Mergers & Acquisitions
team of (Rio Tinto) Alcan in Paris and Montreal. Julian sits on the Board of Directors of the Canadian
Commercial Corporation (CCC), which assists Canadian exporters secure international contracts,
particularly with foreign governments.
29Frank Parker
Frank has worked in public affairs for over a decade working on various research, communications
and government relations files for clients. He also spent several years working on Parliament Hill in
Ottawa, advising Cabinet Ministers, Senators and MPs on public policy, strategic communications
and stakeholder relations. During this time, he prepared in-depth policy briefings, drafted
Vice President
speeches, and provided detailed data analyses on a wide variety of issues.
John Ratchford
John is a Vice President and Practice Lead at Crestview Strategy. He is a practising lawyer
with over twenty years’ experience providing strategic advice to senior executives, including on
large corporate transactions, strategic and crisis communication, complex legal and regulatory
matters, and corporate public affairs campaigns. He previously served as Counsel to the Premier
Vice President of Ontario, and practised law with two of Canada’s leading law firms, Gowlings LLP in Toronto
and Stewart McKelvey LLP in Halifax.
Sarina Rehal
Sarina has experience working with diverse stakeholders, building partnerships, and bridging
different sectors while working towards shared objectives through advocacy and engagement
campaigns at a local, national, and international scale. She has built a practice focused on highly
regulated industries, leading some of the largest multinational consumer brands through complex
Vice President issues across Canada. Her portfolio includes work with Amazon, Coca-Cola, and McDonald’s.
Chad Rogers
Chad helps leaders, companies and industry associations make their case and get things
approved. He has been a public opinion researcher and a senior advisor to a Premier, and has
served as an advisor to political party and government leaders across the globe. As a Country
Director with the Washington-based National Democratic Institute under chair Secretary of State
Madeleine Albright, he worked with governments and political leaders around the world. Chad
Founding Partner serves as Honourary Consul of the Republic of Kosovo.
Ginny Roth
At Crestview Strategy, Ginny acts as the lead consultant for both national trade organizations
and corporate clients with a specific focus on servicing clients in the disruptive economy space
helping them navigate the regulatory and legislative challenges that exist with new market entry.
She has appeared as a panelist and contributor on television and radio commenting on a wide
range of political issues for major media outlets.
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