Named one of US PR Week’s Top 40 Under 40, Krista Webster brings almost 20 years of consumer packaged goods public relations, social media and influencer marketing experience, working with blue chip clients in New York, Toronto, London and Singapore. She manages both the Toronto and New York offices of Veritas (part of the MDC group of companies), an influencer marketing agency that walks the line between marketing and public relations.
A self professed change agent, Webster is always looking for ways to push the envelope creatively and strategically, while adding more rigor and discipline to how earned media practices are approached overall. In fact, Webster has published several white papers and articles on the need for more advanced ways to measure the ROI of PR campaigns (beyond impressions) and the power of earned and owned media in achieving business results.
Credited with managing 30+ million in client portfolios on both sides of the border by her late twenties, Webster attributes her accelerated success to a strong focus on integration between media channels and with agencies from other disciplines. She believes wholeheartedly that the best ideas are media agnostic. The channels you employ – earned, owned or paid – are secondary to the power of an idea that truly transcends and breaks through.
In addition to the business of PR, Webster also makes it her business to look for ways to give back philanthropically through work and play. Veritas continues to be committed to pro-bono service for several global charities, in addition to helping build award-winning Corporate Social Responsibility programs for key clients. In fact, she was the winner of the first-ever Cannes PR Lion in 2009 for her cause work on P&G’s Global Campaign that supported the education of girls in Africa called “Protecting Futures.”