Welcome to the third edition of The Briefing, your quarterly snapshot of client highlights, emerging media trends and insider public relations insights straight from our agency to you!
This quarter, we’re tackling the rise of AI and how it’s fundamentally changed how consumers search, discover, and evaluate information from shopping habits to brand sentiment. Traditional SEO tactics like optimizing for Google are no longer enough to move the needle as user behaviour shifts from keyword-based queries to intent-driven interactions + strategic media plays.
Read on to find out how brands can adapt to stay discoverable, credible, and competitive.
Trend Report - AI
In 2026, AI-powered discovery is moving beyond keyword matching, it is increasingly dependant on credibility signals: what reputable media, customers, experts, and communities consistetly say about your brand + products. Modern models don’t just rank pages, they synthesize an overall impression of who you are, what you’re known for, and whether you’re trustworthy. When coverage, reviews, third-party mentions, and executive commentary tell the same clear story, AI can interpret your brand as a stable, high-signal entity while making you more likely to surface in “best for,” “top recommended,” and product discovery prompts.
This shift creates a new mandate for communicators: brands need messages that are clearer, more authoritative, and easier for machines to interpret without ambiguity across earned, owned, and paid strategies. We’re entering an AI-driven era of SEO that rewards clarity, credibility, and usefulness, not just keyword density. In this environment, earned media becomes especially valuable because it strengthens both traditional search visibility and the third-party validation AI systems prioritize when deciding what to recommend. In AI-powered search, PR is starting to work the way SEO does as the story people tell about your brand has become a key “visibility” signal.
The brands that come out on top will:
Prioritize a clear, distinctive narrative that AI can easily summarize and repeat
Back it up with credible experts + KOLs through thought leadership that adds trustworthy context
Earn authoritative coverage and citations, which AI systems treat as stronger proof than self-published claims
Publish original insights or proprietary data so there are concrete “evidence” points models can reference
The best outcomes happen when PR, content, search, media and brand strategy are aligned, so every channel reinforces the same signals to boost discoverability, preference, and ultimately conversion at the shelf.
Campaign Spotlight -
JVN Hairspray Launch
To celebrate the launch of JVN Hair’s newest innovation, the FlexHold Strengthening Hairspray, our communications strategy took a two-pronged approach: a pre-launch media moment followed by a post-launch influencer experience.
In December, the brand welcomed top Canadian media to Majesty’s Pleasure in Toronto for a wash, blowout, and styled finish featuring the new hairspray, alongside light bites from nutbar café. Stylists and the Devon team shared key product details and benefits, helping to support and garner coverage leading up to the official launch.
This week, influencers joined us at THIC Studio for an immersive, appointment-style experience featuring a custom styling session with Morgan and the THIC team. Inspired by “pageant hair” (think big volume, high shine, and high-impact finishes,) the event included an on-site photographer to capture iconic headshots, plus a special drag queen guest, Miss Moço, who brought extra energy and personality to the day.
This dual approach helped generate traditional media attention ahead of launch, while also giving us a timely second moment to amplify the product once it became available at Sephora Canada through the influencer event.
Current Crush - Pinterest
Pinterest has long been a go-to across our agency; whether we’re hunting for inspiration, building mood boards, or tracking down the right outfit for an event. It’s one of the few platforms that consistently feels useful:
part visual search engine, part trend barometer, part planning tool.
For our team, it helps us align quickly by saving references in one shared place and shaping a clear look and feel for a launch, event, or paid influencer briefing. It’s also a strong discovery tool for spotting emerging aesthetics and seasonal shifts (especially through Pinterest’s annual trend report!) which helps inform planning and keep us ahead of what’s coming next.
Follow us here and stay tuned!
Lauren’s Pick
JVN Complete Blowout Milk
“I adore this formula for my blowouts at home with its style memory, smooth finish and heat protection. Makes me feel like a million bucks!”
Maddy’s Pick
Shiseido Ultimune
“A total game changer for my skin. I never stop raving about it and always get my friends to try it. Super lightweight, not sticky or heavy.”
Lauryn’s Pick
Glow Recipe Strawberry Bingsoo Glass Balm
“I love how it hydrates and looks on my lips - it’s the perfect mix of a sheer, glossy finish with a hint of red!”
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