From its beginnings as a boutique agency to its evolution into a bi-coastal powerhouse, The Consultancy PR has become known for its thoughtful storytelling, strategic growth, and personal approach. As the firm marks ten years, founder Lauren Urband reflects on how staying nimble and purpose-driven has shaped the agency—and how her vision for a high-touch firm has grown into one that bridges design, lifestyle, and culture with strategy and intention.
Photo credit: Stephen Busken
Celebrating a decade of The Consultancy PR, what motivated you to start the agency, and how has the journey over the past ten years shaped your vision for the firm?
When I started The Consultancy PR, I wanted to build an agency that felt personal, nimble, and truly invested in our clients’ success. I had seen the gap between big-agency resources and the kind of high-touch, thoughtful partnership clients craved. Ten years later, that ethos still drives us. What’s evolved is our scale—we started out on the West Coast in Los Angeles and are now rooted in NYC with a bi-coastal team of 25 and an incredible roster of clients, yet we’ve never lost sight of the bespoke, relationship-driven approach that defines us and sets us apart. The journey has shown me that growth and personal attention don’t have to be mutually exclusive.
From a boutique startup to a bi-coastal agency, what were some of the key milestones or turning points you’re most proud of in TCPR’s journey?
Expanding our presence in New York was a pivotal moment—it extended our reach and allowed us to serve clients coast-to-coast and around the world. Today, New York is home base for our growing team, while we continue to maintain a strong and long-standing presence in Los Angeles.
Another major milestone has been our ability to grow organically through word-of-mouth and referrals—a testament to the reputation we’ve built within the industry. We’ve been fortunate to partner with a range of globally recognized brands, many introduced to us through referrals and long-standing relationships. That kind of trust is something we never take for granted.
Equally rewarding has been our evolution from a small boutique startup into a bi-coastal agency with a dynamic team. Each stage of our growth has been intentional. We’ve scaled thoughtfully, ensuring we never lose the personalized attention and agility that define who we are. From growing our New York team to expanding our service offerings and leading international campaigns, every milestone has reinforced our belief that meaningful relationships and smart, strategic work drive sustainable success.
I’m also incredibly proud of the long-term relationships we’ve cultivated, both with clients and within our team. Retaining talent and partnerships for over a decade in such a fast-paced industry is something I deeply value. It speaks to the culture we’ve built—one rooted in trust, collaboration, and a genuine investment in the people behind every project.
How has the agency adapted its strategies to support clients across design, lifestyle, and cultural sectors in today’s evolving marcomms landscape?
We’ve always believed in meeting our clients where they are while maintaining a strong pulse on the ever-evolving PR and communications landscape. That’s meant expanding beyond traditional media relations to embrace a more holistic, integrated approach—one that includes digital storytelling, influencer partnerships, affiliate marketing, and experiential activations.
More than ever, we’re serving as true strategic partners, helping clients build their brands and businesses in meaningful ways—whether that’s securing book and licensing deals, forging brand collaborations, or uncovering opportunities that connect our clients to new audiences and industries. Our commitment to narrative-driven, strategic work remains at the core of everything we do: we lead with the story and then identify the best platforms, partnerships, and moments to bring it to life.
That adaptability has allowed us to remain a relevant, trusted resource for clients navigating today’s constantly shifting landscape.
TCPR blends traditional media relations with digital, influencer, affiliate, and experiential work—what is the value of offering integrated services in today’s marcomms landscape?
The most effective campaigns today are those that operate across multiple touchpoints. Media relations may spark awareness, but digital initiatives and influencer collaborations sustain engagement, while affiliate marketing connects storytelling to commerce and experiential moments create lasting connections. By offering integrated services, we ensure consistency of message while maximizing impact. Clients no longer have to choose between reach and resonance—they can have both, through strategies that complement rather than compete with one another.
Being an independent agency comes with unique advantages. How does staying boutique and high-touch influence your work with clients compared to larger agencies?
As a boutique agency, we can offer clients the kind of senior-level attention and flexibility that larger firms often can’t. Our clients know they’re not just a number on a roster—they’re partners we invest in deeply. We can pivot quickly, tailor strategies to their specific needs, and maintain a level of creativity and personalization that feels both strategic and authentic. That high-touch approach has allowed us to build meaningful, long-term relationships. As a result, many of our clients view us as an extension of their own team rather than an outside agency.
With a bi-coastal presence, how does having offices in both New York and Los Angeles shape the agency’s approach to campaigns and client engagement?
Having a presence in both markets allows us to offer clients the best of both worlds. New York keeps us close to national media, global brands, and the design and cultural institutions that drive creativity and culture, while Los Angeles connects us to a thriving creative community across design, entertainment, and lifestyle. That balance gives us a unique vantage point—we’re able to build relationships and develop campaigns that connect with audiences on both a broad and local level, supported by insights that span industries, time zones, and markets across the U.S. and abroad.
Looking ahead, how do you see the role of PR continuing to evolve over the next decade, and how is TCPR preparing to meet those changes?
PR will continue to blur lines with marketing, content, and brand strategy—it’s no longer about just getting press, but about building influence and trust across every platform. I see data-driven insights, affiliate marketing, and creator-led storytelling playing an even bigger role in the years ahead. At TCPR, we’re preparing by continually expanding our expertise, embracing emerging platforms, and investing in team development. What will remain constant is our commitment to thoughtful storytelling and building genuine, long-term connections between brands and their audiences.
