The PR Net 100: LaForce


Last summer, agency founder James LaForce appointed Olita Mills as president of LaForce, staying on to work closely with clients and internal teams alike. Since then, the company has launched new and expanded services. On the digital side, the agency’s capabilities have grown from influencer marketing, content strategy and production to more paid offerings, website development and analytics. LaForce launched the Future Forward Division, a dedicated team that provides specific counsel and strategies to businesses affected by the pandemic and are returning to open over the course of the year. The agency also launched a Multicultural Division of specialized experts that partner with brands to provide counsel, strategies, program tactics and more pertaining to ways in which the brand can reach and resonate with a range of communities. Today they are leading workplace culture and DEI programs for a range of brands. Recent client campaigns include a complete refresh for the 125-year heritage brand OshKosh B’gosh, and support of Kate Spade New York’s urban apple orchard NYFW popup in celebration of the brand’s Fall 2021 collection.

Notable long-term clients

Target, LVMH, 3M, LinkedIn

Recent client wins

Monique Lhuillier, Perry Ellis / Original Penguin, Shutterfly, SoulCycle, Afterpay, Creative Beauty, Thayers

What are you most proud of as a leader? 

One of the greatest privileges of leadership is passing the leadership baton on to others. In the summer of 2020, with so much change all around us, I was lucky enough to have Olita Mills at my side. Choosing that moment to appoint her as president of LaForce has made me very proud – proud of Olita and proud of myself. While I am still engaged every day with our clients, our teams and the management of the agency, I wholeheartedly support Olita in her new leadership role. Olita Mills is the future of LaForce, and I am proud to be led by her.


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