Siren Communications, a Toronto-based travel and tourism PR firm, has hired Candice Best as president. She takes the presidential reins from agency founder Ann Layton, who has moved into a CEO role.
The hiring comes at a time of growth for the agency, which signed four new clients in the past few months: Air Canada Vacations, Barbados Tourism Marketing, Gansevoort Dominican Republic Playa Imbert and TradeWinds Cruises.
Best, who’s been in PR for nearly 20 years, had been in a consulting role with Siren Communications since May 2014. She ran her own firm, Best PR Boutique, for more than eight years, deciding to shutter it to join Siren Communications.
“If there was a person who made me decide, it was Ann Layton,” Best told Marketing. “It was just a good fit and we’ve been building out a joint vision for the company. Together, we’re going to be quite a powerful force for our clients.”
Best said the agency is developing new offerings for clients, with digital being a main focus.
“We are seeing an increasing appetite for innovative partnerships that combine elements of PR, marketing and digital strategy,” said Layton, in a release. “In her new role as president, Candice will be spearheading the creation of these strategic alliances as well as supporting media campaigns.”
Layton will remain involved in new business development and client strategy.
