The PR Net 100, 2023: LaForce

Over the past year, LaForce fostered explosive growth across both their capabilities and their client list, creating new ways to support top consumer brands across fashion, retail, beauty, spirits, consumer technology and more. Having executed a record number of large-scale activations over the past year, the agency’s event and production capabilities now span creative concepting, full-scale production, talent acquisition and management, content, partnerships and more. To that end, LaForce continues to diversify services with an eye on new revenue streams, as evidenced by the LaForce Creative Studio – an in-house design and production arm – and LaForce Lab – a 5,000-square-foot facility that houses product, executes creative deliveries and serves as a shipping facility and showroom for their brands. The agency also deepened their digital offerings within the paid social space this year to include audience-targeted boosting, social ad campaigns and influencer-generated content amplification. While members of LaForce’s senior management team have been with the agency for more than a decade, leadership doubled down to further support internal growth and culture; agency president Olita Mills named Janine Alicona as Head of People to nurture the agency’s positive and inclusive workplace culture. 

Leadership team: 

James LaForce, CEO 

Olita Mills, President

Notable long-term clients:

Target, Maybelline, Moet Hennessy USA, LinkedIn, Motorola

New client wins:

Maybelline, Skinceuticals, Dickies, Nutrafol

Explain how your agency is pushing the boundaries of PR and communications by integrating innovative strategies, tools, or technologies to enhance your offerings and benefit your clients.

“LaForce harnesses the power of integration, leveraging social media to maximize PR campaign impact. Building on the crucial foundation of a press-worthy campaign concept, LaForce pushes the boundaries of PR by utilizing social media to drive earned press – seizing social trends to inform campaign themes (trending sounds, topics and content formats), crafting social-forward campaign assets, integrating audience-targeted digital partners, targeting new media channels and social pickup for expanded coverage and leveraging the resulting social chatter for continued earned media engagement. By recognizing social media as a critical piece of the earned PR engine, LaForce has continued to increase campaign reach exponentially and successfully infiltrate cultural conversations.” 

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