Padilla and SHIFT receive honors at National PRSA Anvil Awards


Public Relations Society of America (PRSA), the nation’s leading professional organization serving the communications community, honored Padilla and SHIFT Communications with a Silver Anvil Award (B2B/Content Marketing) for its work with Citrix. The Silver Anvil Awards celebrate the best strategic public relations campaigns of the year and outstanding organizational excellence.

2023 Anvil Awards

  • As the way we worked changed, Citrix had the answer to securing remote workforces, and while they were already a leader in on-prem virtual desktop infrastructure (VDI), decision-makers were less aware of its cloud-based Desktop as a Service (DaaS). Citrix worked with us to create DJ DaaS and The Notorious VDI, the first-ever, musically inspired Citrix-branded characters. Through a multichannel social campaign strategy (#DaasJams), the DaaS team racked up millions of engagements and views, reaching Citrix’s audience the exact way our insights proved necessary, exceeding expectations and industry standards. View the case study here.

The agency was also recognized with an Award of Commendation with Church Mutual Insurance in the the B2B Media Relations category.

  • Church Mutual partnered with us to shape a public relations strategy to address post-pandemic concerns of leadership teams of houses of worship, nonprofits, schools, camps and other purpose-driven organizations turning to trusted sources for guidance. The strategy focused on deepening relationships with industry media and building trust among key opinion leaders to reach Church Mutual’s core audiences. The campaign heightened overall awareness of Church Mutual as a risk-mitigation expert and trusted insurance provider and drove an increase in written premiums.

The PRSA Anvil Awards recognize the best public relations tactics and campaigns of the year and the highest standards of performance for the profession. A total of 38 Silver Anvil Awards, 21 Bronze Anvil Awards, 34 Awards of Excellence and 25 Awards of Commendation were presented. View the full list of winners here.

About Padilla
Padilla is a full-service agency that transforms brands and organizations through strategically creative communications. Our work across a range of industry sectors is consistently recognized by industry partners such as PRWeek Awards, PRovoke IN2 SABRE Awards and PRSA Anvil Awards, among others. Padilla operates in six cities in the U.S. through its family of brands, which includes FoodMinds and Joe Smith. As an AVENIR GLOBAL company and a founding member of the Worldcom Public Relations Group, the agency provides services to clients through 155 offices worldwide. Transform with purpose at

SHIFT is a performance communications agency and team of conversation starters, content creators and community conveners who know that communications are at the heart of the solution to any challenge. We shape insights into omnichannel campaigns powerful enough to shift paradigms, transform categories and accelerate company trajectories. For twenty years, our specialist teams and programs have moved the needle for companies including Citrix, Checkr,, McDonald’s, McKesson and RSA Conference. At SHIFT, we see no bounds for what’s possible with communications.

SHIFT is an AVENIR GLOBAL company and part of the Padilla family of brands. Check us out at

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