Omnicom PR agency FleishmanHillard has appointed Adrienne Connell as managing director of its Canada operations.

Connell will oversee strategic direction, growth and client service across the agency’s Canadian markets.

The appointment coincides with the agency’s rebrand in the country from FleishmanHillard HighRoad to FleishmanHillard.

FleishmanHillard and High Road, both Omnicom-owned shops, merged in 2017.

Connell previously served as SVP and senior partner at with the agency, and has worked with clients such as 3M, Mars, Samsung, Philips and FedEx during her career.

She has led the brand and core services practice for FleishmanHillard HighRoad since 2022 and has been spearheading the agency’s brand marketing practice for the food, agriculture and beverage, health and life sciences and financial and professional services sectors.

“As a former marketer who transitioned into PR, I have a deep appreciation for how both disciplines complement and strengthen each other,” Connell told strategy. “Today, PR is more essential than ever to the marketing mix, it’s where organizations cultivate relationships with their audiences and foster credibility. Communications are so intrinsically linked to driving business outcomes – you have to get it right to win.”

Connell says it’s important in the current environment for brands to have a consistent presence and that Canadian audiences want to understand what organizations stand for.

She advises that brands be clear and consistent with communications while maintaining agility and readiness to adapt messaging and strategy to changing needs and market conditions.

FleishmanHillard, which is part of the Omnicom network, is looking to grow and gain traction in the health care and life sciences sectors, Connell says.

“We excel with clients who have more complex needs, such as reaching more than one audience in areas where sectors intersect [and] reach consumers and policymakers where food, health and technology intersect.”

Earlier in her career, Connell held senior marketing and digital roles and also spent time at Torstar Corporation.