Category Communications Launches a Specialized PR Agency to Fuel Industry Changemakers

Founded by Lauren Arnold and Chantel Cassar, the agency launches with an industry-leading advisory board stacked with communications veterans and business leaders.

TORONTO, ON (February 1, 2024) - Today, public relations agency Category Communications announces its launch with a mission to provide strategic communications solutions to North America’s changemaking brands, founders and leaders.

After spending their careers working for both startups and mid-sized PR agencies, founders Lauren Arnold and Chantel Cassar saw a need for a boutique agency that provided a more tailored, relationship-based approach to PR. In an agency landscape dominated by conglomerates, Category will provide a more personal approach to data-driven storytelling, intentionally building a boutique client list of the top changemaker brands in real estate, technology and retail industries.

Category is proud to launch with an Advisory Board composed of well-respected industry and business leaders. The Advisory Board will play a pivotal role in supporting the agency's growth across marketing, communications, business development, culture, service innovation and team consultation. Category’s Advisory Board includes:

  • Lisa Kimmel, Co-Founder of Lantern Media and Former Chair and CEO of Edelman Canada and Latin America
  • Erin Bury, CEO and Co-Founder of Willful
  • Fatima Zaidi, CEO and Founder of Quill
  • Sarah Berman, Founder and President of The Berman Group

Chantel Cassar, Co-Founder of Category Communications states:
“Category Communications was founded on the belief that we are only as good as the people we surround ourselves with - this includes our advisors, our clients, and our team. We are driven by a shared vision that the future of communications and PR is tied to business leadership and we’re dedicated to building an agency that nurtures the next generation of public relations leaders while providing best-in-class strategic communications solutions to our clients.”

Lauren Arnold, Co-Founder of Category Communications states:
“The media and communications landscape in 2024 has changed drastically from 10 years ago, and leaders are asking how they can get more out of their storytelling efforts and communications campaigns to attract customers, build trust, and ultimately positively impact the bottom line. At Category Communications, our mission is to help leaders understand and see the impact of strategic PR and communications while ensuring their investment is truly making a positive business impact on the brand.”

With deep expertise in the technology, real estate and retail industries, Category Communications’ suite of services include media relations, thought leadership, social media management, influencer marketing, event planning, and crisis communications.

Category Communications believes in creating a culture of care and mentorship amongst its employees. That’s why working at Category will include a minimum of four weeks vacation, a curiosity fund for professional development, leading health & medical benefits, ongoing career coaching and access to mentorship from our Advisory Board.

Launching with three job postings, Category is looking to add an Account Director, Account Manager, and an Account Executive to the agency’s founding team.

To follow along the Category Communications journey, connect with us on Instagram and Linkedin.