Case Histories
Used extensive media relations to generate over $4-million of editorial coverage for a Canadian paint manufacturer and retailer.
Utilized extensive knowledge and experience in home décor/home design to promote consumer/trade-focused house brands and launch new products and services with the help of media coverage, events, exhibitions and community involvement
Built brand recognition and created awareness for a North American Window Solutions Company with specific use of television and a national spokesperson.
Communicated and strengthened the eco-friendly message and image, targeted towards trade and consumer audiences, for a global bath and kitchen marketer.
Formalized a focused marketing communications/public relations targeted approach to both trade and consumers for a young Canadian-based biotechnology firm.
Created global communications/marketing material to renew the style of an existing bio-science brand and to successfully launch a secondary silver-based antimicrobial product.
Reorganized internal communications and redeveloped and rewrote existing website content of an established online event management company to enhance effective client and delegate communication.
Maintained the image and awareness of a high profile, high-end hotel during a yearlong closure for major renovations.
Neutralized negative audiences for an international marketer when launching a new product in the face of a global boycott.
Developed strategies and wrote professional and consumer audience communications as part of an influential media relations campaign announcing a new treatment for Obsessive Compulsive Disorder (OCD).
Planned and executed the successful launch in a crowded marketplace of an OTC fertility product, employing a media-trained spokesperson and media tour.
Optimized marketing efforts of a global distributor through a roll-out of a newly-branded product.


Benjamin Moore & Co.
"I have had the privilege as Brand Manager for Benjamin Moore & Co., Limited to work with Peggy Sheffield, Principal of Peggy Sheffield & Associates Inc. Peggy’s responsibilities included management of all editorial relationships for both national and regional media. Her firm handled media relations, in addition to other public relations functions.

Peggy played the lead role in managing our national spokespersons, a key component of our marketing communications plan. She was instrumental in building positive brand associations for Benjamin Moore through event marketing programs targeting the consumer as well as the design community. She also lead the successful marketing of Benjamin Moore books and videos on paint, color and style. Several thousand books and videos were sold during these initiatives. During her tenure as a Benjamin Moore partner, the brand gained market share in the face of big box competition and prices 40% higher than the industry average. The PR function was critical to the brand’s success in the last decade.

Peggy is the consummate professional. Her leadership, integrity and passion have left a lasting impression on the Canadian paint and décor industry and cast Benjamin Moore in the most positive light possible.

Peggy truly understands how Public Relations can make an immediate impact on improving a brand’s fortunes. I highly recommend Peggy Sheffield & Associates to any firm looking to enhance their brand equity through strong Public Relations."


American Standard
"I have worked with Peggy Sheffield, principal of Peggy Sheffield & Associates Inc., for the past three years and the agency continues to be the public relations consultancy for American Standard Brands in Canada.

Peggy plays a key role as a member of the American Standard Strategic Planning Team, at a critically important time. We value the market knowledge, professionalism and expertise in public relations that she brings to our brand. We are particularly impressed by her demonstration that public relations can make a significant contribution to the effectiveness of American Standard’s brand/marketing communications.

Peggy’s responsibilities include the management of all editorial relationships for both national and regional media in the consumer and trade sectors. Her established connections with media representatives in this highly competitive market, in addition to the response she is able to generate, raises the awareness of the American Standard brand in Canada.

In the faucet category, a key area for American Standard, the public relations strategy with consumer and trade media undertaken by PS&A has increased sales by 29 per cent, exceeding projected sales objectives.

Peggy has also developed a new approach to product placement on TV lifestyle channels. She showed us how to take the initiative and create our own opportunities, to our own schedules.

During our time together, Peggy has demonstrated that she not only has senior level connections with lifestyle media, but fully understands how her public relations skills can drive a client’s brand strategy."

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