Natasha Koifman

President of NKPR, leading 🇨🇦🇺🇸 PR, marketing & digital agency. Board Chair @artistsforpeace. 3x winner of WXN Most Powerful Women.

[Natasha Koifman @natashankpr]

We’re Back. 👀🎙️

And we've got something to say…

Season 4 of Don't Just Talk, Say Something! is almost here.

The conversations you've been waiting for are on their way. New episodes drop soon. 🎧

While you wait for the new season, catch up on previous episodes through the link in bio on IG. And tell us, what conversations would you love to hear this season? 🖤

#DontJustTalkSaySomthing #PodcastConversations

[Natasha Koifman @natashankpr]

Last year’s @artistsforpeace was a beautiful reminder of what is possible when a community comes together with one shared purpose: creating opportunity through education.
As we prepare for our 18th Annual Artists for Peace and Justice Gala, I find myself reflecting on why this night means so much to me. It is, without question, one of the most meaningful moments of my year.

For the past 18 years, I’ve had the privilege of serving as Chair of Artists for Peace and Justice, supporting an organization that believes every child deserves the chance to learn, dream and build a future. In Haiti, where nearly 70% of children do not continue beyond Grade 5, education is not simply about the classroom. It is about hope, dignity and the opportunity to build a life filled with possibility.

Together, we have helped provide access to education for more than 32,000 students and raised over $36 million to support this mission.
None of this would be possible without our incredible APJ Board, our APJ family and friends, our generous sponsor partners, our dedicated volunteers, and every person who continues to show up for this cause year after year. Your belief in this mission has changed thousands of lives.

#APJ is a 100% volunteer-led organization, which means every dollar raised through this event goes directly back to supporting education in Haiti. That is incredibly rare, and it is why every person in the room has the power to help create opportunities that will last for generations.

This year’s gala takes place on September 13 at the @windsorarms Hotel during the Toronto International Film Festival. It will be an intimate evening of extraordinary performances, powerful storytelling and a community united by the belief that, even in the face of extraordinary challenges, education gives young people the opportunity to rewrite their future and, ultimately, the future of their country.

There are a limited number of tickets available. If you’d like to join us for this incredibly special evening and learn more about the impact we’re creating together, please send me a message
🖤🇭🇹

#APJCanada #ArtistsForPeaceAndJustice #Haiti #TIFF

[Natasha Koifman @natashankpr]

Why did the @zellers comeback actually work?

Because bringing back a beloved brand isn’t the hard part. Making it relevant again is.
When Zellers reopened its flagship store in Toronto, it wasn’t simply selling nostalgia. It gave Canadians new reasons to fall in love with a brand they already knew.

The comeback looked forward. A modern retail experience. New brands. Influencer partnerships. National media attention. Even the opening day experience, from the Zellers Diner on Wheels and complimentary ice pops to the return of the iconic kiddie ride and a 25-foot Zeddy Bear, reminded people why they loved Zellers while creating new memories for a new generation. By balancing nostalgia with what Canadians want today, Zellers made its comeback feel relevant, not just familiar.

That’s what made this such a smart PR strategy. The strongest brand comebacks don’t try to recreate the past. They honour what people loved while giving them a reason to come back.

Swipe through for my #NKPOV on why Zellers’ return resonated with Canadians and what every brand can learn from it. 🖤

Have you visited the new Zellers yet? I’d love to hear your thoughts. 👇

#NKPOV #Zellers #PR #NKClientLove

[Natasha Koifman @natashankpr]

The Beckham name always delivers. Or does it?

This week, @brooklynbeckham @DoorDash ad sparked plenty of conversation. While the headlines focused on the family drama, I found myself thinking about what the story reveals from a reputation standpoint. As someone who has spent more than two decades building brands and protecting reputations, I’m always interested in what’s happening beyond the headline.

The timing of this campaign also raised eyebrows. It launched as Sir David Beckham was being honoured with a star on the Hollywood Walk of Fame, putting the Beckham family firmly in the spotlight.

What makes this story so interesting is the contradiction at its centre. Brooklyn’s public narrative suggests he wants distance from the Beckham name, yet he continues to benefit from the visibility, opportunities, and recognition that come with it.
And that’s where the reputational challenge begins.
You can’t distance yourself from a brand when it doesn’t serve you and leverage it when it does. People notice the inconsistency.

My view? This campaign generated attention because of timing and leaning into controversy. There is no question about that.  But attention alone can’t always be the goal.
The real question is whether it created value. Did it make people more likely to use DoorDash? Did it strengthen Brooklyn’s personal brand? Or did it simply create another news cycle fuelled by controversy?

For me, that’s where the campaign falls short. In fact, it felt more exploitative than effective.

Yes, we’re talking about it. But am I rushing to download DoorDash or did this ad provide incentive to restaurants to sign up with them?

The strongest brands don’t just create conversation. They should convert. They should build trust, reinforce credibility, and strengthen reputation over time.

You can inherit a famous name. But you don’t inherit judgment, or wisdom.  Those are built through your own actions, your own decisions, and sometimes, through your own mistakes.

Swipe through for my take on one of the week’s most talked-about campaigns. ✨

What do you think?
Smart marketing, or did this go too far?

#PRExpert #NKPOV🖤

[Natasha Koifman @natashankpr]

Plot Twist: @zellers1928 Is Officially Back.

Last week, Zellers announced its return to Ontario, with new locations opening in Toronto and Windsor. The first Ontario store will open in Toronto at 80 Orfus rd on Thursday June 18th. For many Canadians, Zellers is more than a retail store. It’s a reminder of weekend shopping trips, childhood memories, and a brand that became part of everyday life for generations. 🇨🇦

What makes this comeback particularly interesting is that it isn’t simply about recreating the past. It’s about reimagining a Canadian icon for today’s consumer. The strongest brands understand that nostalgia alone isn’t enough. It has to be paired with relevance, evolution, and a clear understanding of what people are looking for now.

I’ve always been fascinated by the rare companies that earn a place in our collective memory. The fact that Canadians are still talking about Zellers years later speaks to something every brand hopes to achieve: lasting emotional connection. ✨

Sometimes the most successful comebacks aren’t about returning to where you were. They’re about honouring where you’ve been while building something new.

#NKClientLove
#Zellers #CanadianRetail #RetailNews

[Natasha Koifman @natashankpr]

Melanie Lyne is officially open at CF Sherway Gardens🖤✨

Last week, the NKPR team and I attended the Melanie Lyne new concept store opening, supporting the event across planning and guest curation. ✨ It was so fun previewing the new spring collection. Each look brought back that feeling of playing dress up again. 👗💫

As part of the Laura Canada family, Melanie Lyne continues to shape Canadian fashion with an elevated point of view, grounded in a clear understanding of how the modern woman wants to dress today.

From humble beginnings nearly 96 years ago to becoming one of Canada’s most beloved fashion destinations with more than 140 stores nationwide, the brand’s continued growth reflects decades of meaningful connection with communities across the country. 🇨🇦✨

At a time when shopping Canadian brands matters more than ever, it’s exciting to see Melanie Lyne expanding while staying true to what has always defined it: quality, personalized styling, and customer empowerment. 

We’re proud to celebrate this opening and even more excited for what’s ahead.

Stop by to explore the new space and start building your spring summer wardrobe 🛍️✨

#NKClientLove #MelanieLyne #SherwayGardens #CanadianFashion

[Natasha Koifman @natashankpr]

New Client Alert 🖤✨

When I’m on Bloor Street, one of my favourite destinations is Manulife Centre, so I’m thrilled to officially welcome them to the NKPR family.

It’s one of those places that truly has it all. Whether I’m picking up a new pair of jeans at Over the Rainbow, browsing the shelves at @chaptersindigo , grabbing groceries or a quick bite at @Eataly, or catching a movie at the theatre, it’s a destination that seamlessly fits into everyday life.

What makes this partnership feel so aligned is that Manulife Centre isn’t just a place to shop - it’s a true lifestyle hub at the heart of the city. We’re excited to bring its story to life on social media and showcase the people, places, and experiences that make it such an iconic part of our community.

#NKClientLove #ManulifeCentre #TorontoLife

[Natasha Koifman @natashankpr]

One of my favourite signs of spring in the city… 🌸✨

This past weekend, spring officially sprung in @BloorYorkville with @fleursdevilles FLORA. For a few days, the neighbourhood was transformed by stunning floral installations, each bringing creativity, beauty, and flower power to the streets.

We’ve had the pleasure of working with Bloor-Yorkville for nearly two decades, and it’s a neighbourhood that has always held a special place in my heart. I’ve called this area home for over 20 years, and watching it evolve into one of Toronto’s most vibrant destinations for fashion, culture, hospitality, and community has been incredibly meaningful to watch.

Fleurs de Villes is always one of my favourite ways to welcome the season and to experience the neighbourhood in a different way. 💐

#BloorYorkville #ExploreToronto #NKClientLove

[Natasha Koifman @natashankpr]

I’m sure you’ve heard the news😉 On x @Zendaya x @LUXURYLAW just co-created the most iconic sportswear collection of the season!! 👟✨ 

What I love about this collaboration with @Zendaya and On is how intentional it feels. This isn’t about putting a name on a product. It’s about building a creative vision, where performance, and personal style all move together.

As a global icon and a defining cultural voice of her generation, Zendaya brings a clear point of view to this partnership co-designed with fashion stylist Law Roach. There’s something instinctive, expressive, and personal here that gives the collection its edge and makes it feel genuinely connected to how people want to live and move. 🏃‍♀️

Brought to life by Spike Jonze, the campaign pulls you into the Dream Lab where play is part of the process. It’s a reminder that the best ideas evolve and that storytelling is what makes people feel something and remember it. 🎬

Available in Canada exclusively at @HoltRenfrew 🩷

#NKClientLove #PRLife #OnRunning #Zendaya #LawRoach  👟🏃‍♀️✨

[Natasha Koifman @natashankpr]

Four years of Adrak Yorkville ✨

I’ve had the privilege of watching Adrak grow into one of the neighbourhood’s most beloved destinations. I hosted a dinner there in its early days, and it was clear from the outset that it would become a standout in Toronto’s dining scene.

Just steps from my home, it remains one of my favourite local gems — a place I return to time and time again (and now for lunch also!! Yay!).
It’s where friends gather, where connections deepen… and where some truly meaningful friendships first began.

Led by the incredibly talented Ambica Jain, Adrak reflects passion, vision, and thoughtful hospitality at every level. Supporting women-led businesses is something I care deeply about, and it’s been inspiring to watch Ambica and her team continue to elevate the experience year after year.

From the dishes I loved in those early days to the ones I still order now, every visit feels both familiar and exceptional.

Congratulations to the entire Adrak team on four incredible years — and on being recognized by the @MichelinGuideUK for the fourth consecutive year. So well deserved. 🥂

#AdrakYorkville #MichelinGuide #WomenInBusiness #TorontoDining #NKClientLove

[Natasha Koifman @natashankpr]

It’s #FertilityAwarenessWeek 💚🌿

You all know how much I care about women’s health. Infertility is one of the realities far too many women face, often without enough support or open conversation 🌸

This week is a dedicated moment to break the silence, reduce stigma, and shine a light on the reality that 1 in 6 people are affected by infertility. It’s about education, advocating for equitable access to care, and supporting those navigating the complexities of their fertility journey. 🕊️

I’ve learned so much from my dear friend and our client partner, Dr. Dixon, who is always my first call when it comes to women’s health. What I’ve learned is how much goes unspoken in the fertility journey. Voices like Dr. Dixon and @AnovaFertility are helping to change that, creating spaces where people feel seen, supported, and empowered ✨

For me, this is about advocacy. It’s about using our voices, at every stage of life, to support women and push these conversations forward. Because no one should feel alone in their journey 🤍

Look up tonight, the CN Tower is glowing green in support 🌃

Let it be a reminder to keep talking, keep sharing, and keep showing up for one another 🌼

#AnovaFertility #NKClientLove #InfertilityAwareness #WomensHealth

[Natasha Koifman @natashankpr]

Happy Earth Day! 🌍

“The Earth is what we all have in common.” A simple truth, and one that stays with me. It’s our shared home, our source of life, the foundation for everything, and yet, too often, we fail to treat it with the care it deserves.

Through our work, and the people I’ve had the privilege of learning from, including our client partners like @daxdasilva , and individuals like @JaneGoodallInst , I’ve come to understand that caring for the earth is about how we show up, consistently, even in the smallest ways.

I’ve seen this come to life in Haiti at the Academy for Peace and Justice with @artistsforpeace . What started as a simple school garden has grown into something much bigger, a project that continues to remind me what meaningful impact looks like. Students and their families grow and harvest food that supports both the school and their homes. Beyond that, it’s a space for learning, responsibility, and a deeper connection to the environment.

Change begins with awareness, and the small, intentional choices we make every day, choices that create a better world not just for us, but for every living thing that depends on it.

Swipe for simple ways to make the world a better place 🌱

#EarthDay #Sustainability #janegoodall

[Natasha Koifman @natashankpr]

Leadership looks different when intention is behind the wheel 🚗✨

I sat down with our client partner Bessie Vavaroutsos at @oldmillcadillac , and it’s one of those places where you feel the history the moment you walk in.

This is a dealership that’s been part of Toronto since the 1940s, built by her family over decades, and now being led by Bessie in a way that feels both grounded and forward-thinking.

What really stood out to me was how she leads. It’s thoughtful, it’s clear, and it’s rooted in trust. There’s a real focus on giving her team the space to step up, take ownership, and feel confident in the decisions they’re making.

And in an industry long defined by male leadership, Bessie is challenging the norm, leading with empathy and intention at a time when the automotive world is evolving faster than ever.

Thoughtful, people first, and grounded in understanding the needs of others 💭

Watch the full video to hear more 🎥

#WomenInLeadership #OldMillCadillac #NKClientLove

[Natasha Koifman @natashankpr]

New client alert 🖤🏙️

There’s a shift happening in how people think about homeownership and it’s long overdue 🏙️

This month, we welcomed @ThisIsRosehaven to, supporting The Rebecca Residences, a new community coming to downtown #Hamilton!! But what drew me in wasn’t just the building, it was the thinking behind it.

For so many, owning a home has started to feel out of reach. The Rebecca offers a different path towards ownership, with a rent-to-own model that allows buyers to build toward their deposit over time. Just $250 a week. It’s a simple idea, but an important one. Making something that feels impossible, feel within reach.

At the same time, Ontario’s new HST rebate on new homes, adds another layer of saving opportunity for buyers looking to enter the market.

The design reflects that same vision. Thoughtful layouts, intentional spaces, and a walkable location that connects you to everything. 

This is the kind of work that matters to us. Creating opportunities for people to experience the pride of owning their own home.

More to come ✨

Sales: @In2itionRealty

#RealEstate #Homeownership #NKCLIENTLOVE

[Natasha Koifman @natashankpr]

Snapshots from London town with @1664blanc 🇬🇧🇬🇧

To launch the global partnership between 1664 and Robert Pattinson, NKPR brought media and creators across the pond for an intimate look at the campaign… starting with a screening of the hero film (directed by Brady Corbet), followed by a live Q&A with Robert, unpacking his approach to choosing roles, collaborators, and ultimately what “good taste” means to him.

From a special 1:1 with ELLE Canada magazine (coming soon) to bringing our creator friends along to experience it all fully immersed in “good taste,” it was one of those moments that felt both elevated and genuinely personal.

A really special one to bring to life. Thoughtful, well executed, and grounded in real conversation.

@1664canada @1664blanc #1664Blanc #PRLIFE #DrinkFashionably #GoodTaste ✨

[Natasha Koifman @natashankpr]

When creativity starts to feel flat or forced, it’s usually because we’ve stopped trusting our own perspective 🧠

Somewhere between the scrolling, the saving, and the constant pressure to keep up, it becomes easy to lose your voice. You’re creating constantly, but not always intentionally 📱

In this month’s Substack, I talk about why creativity doesn’t disappear, it gets buried. So when you feel stuck or uninspired, here are five ways to get the creative juices flowing again, without outsourcing your voice.

At the end of the day, the tools will keep evolving. The pace will keep accelerating. But your voice is the one thing no one else can replicate.

Protect it.

Swipe to reset your perspective ↩️

#Creativity #CreativeProcess #NKPOV ✨

[Natasha Koifman @natashankpr]

My April Substack is live ✨

On creativity in the age of AI… and why YOUR voice matters more than ever.

Less noise. More creativity, and intention.

Subscribe through the link in my bio ✨

#NKConfidential #Justbetweenus

[Natasha Koifman @natashankpr]

Behind the scenes of something powerful ✨🎥

In partnership with @ElleCanada and @ElleQuebec Powerful Women Issue, Melanie Lyne brings together a collective of Canadian women redefining leadership, success, and personal style 💫

Each story. Each look. A different expression of power 💼👠✨

Grateful to stand alongside these incredible women 🤍

* Mandy Wolfe & Rebecca Wolfe founders of Mandy's
* Mariane Oliveira founder of @marysbrigadeiro
* Shania Bhopa
* Ali Budd

Hair & MUA @JodiUrichuk @FacesByToru
Photography 📸 Kitty Holland

Stay tuned for the full story this May ✨

#ELLECanada #ELLEQuebec #MelanieLyne

[Natasha Koifman @natashankpr]

Who’s ready for ⚾⚾⚾ season 🤍

There’s something about this time of year in Toronto. The city shifts, the energy builds, and you’re reminded just how much this game means here. Especially as the @BlueJays step into their 50th year, it feels bigger than ever.

After a season that had everyone believing, coming so close, you can feel what’s been building. Moments like that stay with a city. They set the tone for what’s next. And this weekend, that energy feels even more personal.

@JoeyBats19 is back in town, celebrating the team and the city he’s always shown up for. From defining some of the most iconic moments in Canadian baseball history to continuing as an ambassador for the game, his belief in what a team can mean to a community has never wavered.

And in true Jose fashion… he never slows down.

After Toronto, he heads to Las Vegas for the home opener of @lvlightsfc , the club he acquired in 2024. Two seasons. Two cities. One very big weekend ahead.

Here’s to unfinished business, new seasons, and the people who show up for both. ✨

#BlueJays #JoseBautista #Toronto #LVLightsFC #NKClientLove

[Natasha Koifman @natashankpr]

Vintage glass is taking over One Ten Avenue Road!! ✨

One of the things I love most about what we do is activating spaces in meaningful ways. Next week brings together two of my favourites, vintage glass and real estate, in a way that feels both intentional and beautifully considered. And yes… everything can be purchased (including a residence 😉)

In collaboration with Sean George Pressed Vintage Glass, Sierra Communities have transformed the One Ten Avenue Road presentation centre into a layered installation of antique and pressed glass. It feels less like a showroom and more like a home, where each piece carries its own sense of history and craftsmanship… just like the building.

If you love design, this is one to experience. April 10th and 11th… who’s coming with me? 😉

#NKPR #DesignInspiration #TheAnnex #TorontoEvents #VintageGlass