Lisa Pasquin, president of Craft PR has always relished a good PR challenge. Unlike the many shops specializing in PR-friendly lifestyle categories, she founded Craft t in 2015 with the belief that other categories, CPG and appliances, had just as many fascinating stories to tell. Today, the agency continues to deliver meaningful campaigns for clients of all stripes – built on Pasquin’s experience doing comms for brands like Labatt Breweries and Unilever – believing that what matters most is truly understanding what influences consumers, such as having a clear sense of purpose. The agency’s unconventional approach helped propel to the top of this year.