That's the rub, you see. It's a Canadian company, but because it's also a crown corporation, we should be using Canadian spelling standards. The clients are, naturally, international. As we don't use "optimization" in marketing texts, I use the "ise" for client stuff, and "ize" for internal and administrative stuff.

At least my inconsistency is...well, consistent.

I have been trying to institutionalise Canadian spelling for all our clients, and thus encouraged "optimISE". However, because our agency also does a lot of "Search engine optimization" (official spelling of this new marketing strategy), I have had to switch to "IZE" for the sake of maintaining consistency within a text.

However, this means no consistency within my spelling standards in general. And that is harder to accept.