We Are Middle Child
About Us
For brands that aren’t afraid to be bold, we are your fearless partner.
Imaginative. Full of wonder. Born to break the rules. we are the middle child who refuses to be ignored. We go beyond traditional PR to influence culture, build your business and make your brand part of the conversation.
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2024
Cannes Lions
Grand Prix
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2023
Cannes Lions
Silver (1) + Bronze (2)
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2022
Canadian Marketing Awards
Best In Show
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2017-2022
Strategy PR Agency of the Year
Gold (3) + Silver (2)
Our Values
Wonder
Always learning, exploring and improving ourselves.
Hunger
An insatiable appetite to be the best at what we do.
Adaptability
Ready to adapt to always changing situations and expectations.
Fearlessness
Take risks, think big and don’t back down.
Forthright
We tell it like it is.
Give a Shit
We care a lot: about what we do and who we do it with.
What we do
Public Relations: Earned and sponsored brand storytelling, including media relations, editorial, and word of mouth.
Social Media: Generating buzz across social media channels, including content, paid amplification and community management.
Influencer Management: Leveraging influential content creators, subject matter experts and thought leaders.
XM, Events & Sampling: Driving stakeholder engagement and trial through sampling, events and experiential activations.
Measurement: Comprehensive KPI development and measurement across PR, influencers, social and XM.
Content Production: Full service creative including graphic design, videography and photography for print and digital.
Social Impact: Grassroots campaigns, community events and identifying local advocates.
Issues Management: Proactive strategy and reactive messaging for issues and crisis support.
Corporate Communications: Thought leadership, executive profiling, editorial services, media training and speaking opportunities.
Public Relations: Earned and sponsored brand storytelling, including media relations, editorial, and word of mouth.
Social Media: Generating buzz across social media channels, including content, paid amplification and community management.
Influencer Management: Leveraging influential content creators, subject matter experts and thought leaders.
XM, Events & Sampling: Driving stakeholder engagement and trial through sampling, events and experiential activations.
Measurement: Comprehensive KPI development and measurement across PR, influencers, social and XM.
Content Production: Full service creative including graphic design, videography and photography for print and digital.
Social Impact: Grassroots campaigns, community events and identifying local advocates.
Issues Management: Proactive strategy and reactive messaging for issues and crisis support.
Corporate Communications: Thought leadership, executive profiling, editorial services, media training and speaking opportunities.
Sephora
Beauty at the Bentway
Diageo
Diageo World Class Global Competition
North York General Hospital
What No One Tells You When You’re Expecting
EXCEL Gum
EXCEL Study Beats
Our Team
Axelle Techer, VP
Axelle Techer is a seasoned communications leader with over a decade of experience driving brand growth and managing reputation across the ever-evolving media landscape. Throughout her career, she has worked with leading multinational brands delivering award-winning campaigns that combine strategic insight with creative storytelling. Known for her deep understanding of Quebec’s culture and media ecosystem, Axelle plays a key role in adapting national and global PR strategies to resonate with the province’s unique market and audiences and has lead the Middle Child office in Montreal since 2020.
Gillian DiCesare, VP
Gillian is a results-driven senior communications strategist who advises brands and organizations on building relevance, increasing brand awareness, and driving sales through creative storytelling and strategic marketing communications. A proven leader, she builds and sustains trust-based client relationships while enabling impactful internal and external communications. With experience across the CPG, retail, lifestyle, corporate, and not-for-profit sectors, Gillian has helped shape compelling brand stories for globally recognized organizations.
Sean Citrigno, MD
Sean Citrigno is a senior communications strategist with a passion for crafting bold, culture-shaping narratives. As the lead of Middle Child, he helps brands find their voice in moments that matter most, connecting them authentically to audiences through ideas that earn attention and drive conversation. With a background spanning diverse categories over 15+ years, Sean’s work blends strategic excellence with creative edge. Inspired by curiosity and collaboration, Sean believes great communications lives where culture and creativity meet.
Kelly Baita, VP
Kelly is a senior marketing communications strategist with expertise in cultural and creative intelligence. Leading with insights, data, a deep knowledge of cultural impact, and a dash of innovative flair, Kelly has guided multinational brands towards high-impact programming that has earned viral conversation and buzz. In her 15 year career, Kelly has touched almost every industry, from retail, corporate, and healthcare, to beauty, fashion, and food. Her favourite? The ones that challenge her and her teams to dig deep, get creative, and think outside the “sea of sameness” box.
Laura Linden, VP
Laura is an accomplished PR expert with over a decade of experience in driving growth and managing the reputations of notable brands across diverse sectors. Having worked with notable, multinational brands, she has honed a keen ability to identify compelling brand narratives and strategically disseminate their stories to consumers for lasting impact. Her core expertise includes developing strategic thought leadership platforms and leading effective issues management and crisis response to protect and enhance brand equity.
Lianne Galbraith, VP
Lianne is a strategic, results-driven public relations leader with more than a decade of experience building and scaling some of Canada’s most disruptive consumer brands. She brings a growth mindset, entrepreneurial spirit and a deep understanding of what it takes for brands to break through in today’s evolving media landscape. Equal parts creative storyteller and client strategist, Lianne has led and executed award-winning PR programs across technology, cannabis, spirits, lifestyle, food and travel. A trusted advisor to clients and partners, she excels at managing complex issues, strengthening relationships across verticals and growing share of voice through smart, strategic storytelling.