[3][7] Purple Strategies operates Citizen2, a media company based in Chicago and the Washington, D.C. area specializing in reputation management and branding.

[3][8] Citizen2 developed the "National Hiring Day" campaign for McDonald's in 2012, in partnership with the public relations firm Golin Harris International.

[8][9] In 2013, Citizen2 was hired by Coca-Cola to help the company join the national discussion about soft drinks' role in high rates of obesity in the United States.

[2] Republican consultant and strategist Castellanos merged his strategic communications company, National Media Public Affairs, with McMahon's Democratic firm Issue & Image, to create the bipartisan organization.

[16] Purple Strategies developed online, television, print and radio ads that favorably portrayed BP's cleanup efforts in the Gulf of Mexico.

The resulting interactive campaign, titled "Roll Over or Get Tough", asked Time Warner Cable customers to help decide how the company should respond to the proposed increase.

[3][21][22] Following the company's expansion in Chicago, Purple Strategies was hired by Northwestern University in 2012 to assist with public relations around a planned construction project that had met with opposition from preservation groups.