The PR Net 100, 2023: SHADOW

SHADOW counts household names across fashion, beauty, tech, hospitality, spirits and more in its robust roster, and as their client base grows, so do their offerings. In the past year, SHADOW expanded their services into two new areas in order to meet the ever-changing needs of their clients. The team now offers comprehensive brand development, assisting clients from the early stages of brand identity ideation to successful market entry. SHADOW also added traditional TV advertising as a service to success already; in partnership with e.l.f. Cosmetics, the agency conceived, scripted, cast, produced, shot and edited the brand’s first-ever Super Bowl commercial. The agency continues to expand their scope across creative and social, integrating this added value expertise into client PR scopes. SHADOW has also helped clients like Claire’s and AE stay at the forefront of conversations in the Web3 arena, positioning them as industry leaders as they tap into emerging trends and create ‘phygital’ experiences that immerse consumers.

Leadership team: 

Lisette Sand-Freedman, Co-Founder & Chief Visionary Officer  

Brad Zeifman, Co-Founder & Chief Revenue Officer

Liza Bychkov-Suloti, Co-Founder & Chief Communications Officer

Michelle Sokoloff, Co-Founder & Chief Operating Office

Jamie D’Attoma, Partner & Executive Vice President

Erica Larsen, Partner & Executive Vice President 

Brian Vaughan, Partner & Executive Creative Director

Notable long-term clients:

American Eagle and AEO Inc. portfolio’s aerie, OFFL/NE by aerie, Unsubscribed, and AEO Business (non-active); Moroccanoil; e.l.f. Beauty and e.l.f. Skin; WELL People; Keys Soulcare; Moet Hennessy’s Emerging Brands portfolio: Belvedere Vodka, Glenmorangie Whiskey, Volcan Tequila and Volcan X.A.; 1 Hotels; Sony Electronics

New client wins:

Shop with Google, Playground, Every Man Jack, Sartiano’s, Sake No Hana, Mingle Mocktails, Cloudy Bay, Pieology

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.

“We have evolved from a PR agency into a fully integrated creative communications agency that takes a comprehensive ‘surround sound’ approach to all of our work. We have in-house capabilities to execute across various marketing touchpoints, while our specialists in areas including DEI, Social Media, Experiential and Strategy collaborate closely with account teams to strengthen ideas and give them legs in emerging landscapes.”

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