With their creative campaigns and innovative use of cutting-edge tools, full-service communications agency bicom connects brands with their consumers. Since 2006, bicom has been helping brands shine from their office in Montreal. Except now, nearly twenty years later, they’ve also added a Toronto location as well as offices in New York and Paris. We spoke with Polina Lichagina, Vice-President, Operations and Client Service at bicom, to learn more.
What is your business called and what does it do?
bicom, a lifestyle communications agency helping brands cut through the noise with PR, influencer marketing, events, and creative strategies that resonate. We’re experts at creating momentum and keeping it going through consistent, impactful communications. We offer an integrated approach with media relations, influencer marketing, digital and experiential. Celebrating 20 years in 2026, pretty excited!
What made you want to do this work?
I’ve always been fascinated by the way stories influence people, the way the right message can change how we see a brand, a product, an initiative. Communications was a natural path because it lets us at bicom combine creativity with impact. We love the challenge — every client, every campaign is a puzzle. We love figuring out how to bring strategy, creativity, and timing together so that it sparks real traction!
What problem did you want to solve with the business?
So many communications these days feel transactional or superficial. We wanted to solve the problem of brands not truly connecting with their communities. That’s why our approach focuses on authentic storytelling and meaningful relationships first and foremost. Marketing teams are oftentimes siloed, PR is treated separately, and opportunities are being missed. Our goal is to solve this disconnect by offering integrated, lifestyle-driven communications that work across PR, influencer, and digital.
Who are your clientele/demographics?
We mostly work with lifestyle brands (beauty, fashion, wellness, sports, décor and more) from Canada, US and Europe. We also offer corporate communications services. And we’ve recently started to support French brands entering the Canadian market by building and adapting their communications strategies. To meet this growing demand, we’re evolving our service offering accordingly.
How does your business make money? How does it work?
Our business generates revenue by providing strategic PR and communications services to brands. We work on a retainer or project basis, tailoring strategies that include media relations, influencer campaigns, brand storytelling, creative event activations and digital strategy and support. Simply put: we help brands build visibility and credibility – and that’s what they pay us for.
Where in the city can we find your profession?
On the frontlines of buzz 😊 somewhere between the newsroom, the boardroom, and the cocktail party.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
How will your strategy translate into measurable impact for my brand? That’s the golden question! We know that PR isn’t about direct conversions – it is about building credibility, shaping perception, and ensuring your brand is seen, heard, and trusted. When those foundations are solid (and it can only be achieved through a consistent and continuous communications strategy), they create the conditions where marketing and sales can thrive. A strong PR partner should explain how their work connects to awareness, trust, and influence. It is the fuel that makes every other part of the business perform better.
What is the best part about what you do? What is the worst part?
The best part is hands down connecting with people and learning from them. It’s so enriching and never boring! The worst part? When a client says: ‘Can we make this go viral?’ as if we had a magic button for it. 😉Seriously, the hardest part can be when client expectations and budgets don’t align. Brands often want bold, innovative campaigns, but real impact requires the right investment. Navigating that gap, while still delivering great results, is one of the toughest challenges in PR.
What is your favourite joke about your own profession?
We are PR, not ER!
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
Absolutely love SOJA&CO, our dear client of many years, with a strong ethos and amazing scents that you can’t resist. They are Quebec-based, woman-owned, certified B Corp, and they have a cool and engaging team, it is a true pleasure to work with!
