Despite the pandemic and transatlantic borders being shut, London-based W Communications opened their New York office in February 2021. Since then, the agency has grown their retained client base by 300 percent in less than 18 months – and tripled their headcount. As a new agency on American shores, the team’s ambition remains to support British and European brands entering the market and helping them compete with a wealth of established domestic brands. In doing so, they’ve become partners with some of the best in the business, from the British Consulate to Visit Britain and London's award-winning advertising partner Adam & Eve – so W Communications can offer integration every step of the way. On the people front, the team continues to pave the way for recruits of their award-winning social enterprise WX, which offers paid three-month internships and long-term employment to young people unable to attend university. These individuals now work as an extension of the New York team.
Leadership team:
Warren Johnson, Founder
Notable long-term clients:
N/A
New client wins:
British Airways, Instajet, Sliabh Liag Distillers, Cult Wines, Engine Gin, Sports Podcast Awards, Bhakta Spirits, Rens, TWYN, Adam & Eve, JetBlue, Miller High Life
Are there any new practice areas that you've started offering?
“All clients have challenges, but in 2021 almost all of them shared one pressing issue: with shrinking headcount and a global story dominating less and less space in the media, the way to reach their consumer audience dramatically changed. They needed to shift from siloed teams and briefs in different disciplines to a cohesive, integrated, consumer first approach. We needed to transform the agency to an integrated communications company, evolving beyond our roots in traditional PR. The entire ecosystem of the company shifted, the core of our business, the DNA, was permanently altered as we built serious offerings in talent, influencer, production and experiential.”
Celebrating 15 years in the business, SHADOW continues to experience significant growth with the addition of several global-scale brands across categories, specifically within its luxury portfolio. Success starts with proper leadership at the top, which is a key area the agency has expanded in over the past year; they announced three new partners – Erica Larsen, Jamie D’Attoma and Brian Vaughan – and new titles for the four agency co-founders. SHADOW has already won 14 new business accounts in 2022, including Sony Electronics, UNIQLO and OLLY, in addition to securing expanded services and new brand extensions like 1 Hotel Nashville and 1 Hotel San Francisco. If you’re looking for tips on TikTok, SHADOW is your team. The agency recently partnered with top TikTok influencer Charli D’Amelio to help generate growth across client Aerie’s digital platforms with over 16K new followers on Instagram over the course of one weekend, growing the brand’s TikTok by 15K followers and driving an average increase of over 800 percent in web traffic through the duration of the campaign.
Leadership team:
Lisette Sand-freedman, Chief Visionary Officer
Brad Zeifman, Chief Revenue Officer
Michelle Sokoloff, Chief Operating Officer
Liza Suloti, Chief Communications Officer
Notable long-term clients:
American Eagle, Pottery Barn (including Pottery Barn Kids and Pottery Barn Teen), Moroccanoil, e.l.f. Cosmetics, Catch Hospitality Group, Janie and Jack, Scunci, Sun Bum and Baby Bum
New client wins:
Bentley, Moët Hennessy's Emerging Brands (Belvedere Vodka, Glenmorangie Scotch Whisky, Volcán de Mi Tierra Tequila), Ardbeg Prestige, Glenmorangie Prestige, Whispering Angel, Sony Electronics, Claire's, UNIQLO, Express, Anastasia Beverly Hills, Infiniti Pro by Conair, Conair Man, Conair Steamers, e.l.f. Skin, WELL PEOPLE, Bread Beauty Supply, Keys Soulcare, Olly Health, Melissa Wood Health, Betty Buzz, Goodles, Casetify, Tumi, Park Lane Hotel, Catch Steak, Avra Rockefeller Center, 1 Hotel new brand extensions (Nashville, San Francisco)
How is the agency advancing DEI in the industry?
“Founded in 2018, SHADOW's Diversity & Inclusion Council/Task Force is an internal resource that influences company culture, operations, education and marketing practices, as well as advises on client strategies. Guided by one of SHADOW's core values – Diversity & Inclusion of People, Thought, Histories & Futures – the D&I team supports best practices for employees, empowering them to engage authentically, strategically and intentionally with a variety of audiences. We optimize educational resources and ongoing opportunities to amplify marginalized voices and culturally relevant conversations amongst our SHADOWs. The Council’s work comes to life within client partnerships as we execute marketing strategies across diverse audiences, advise on communication during critical cultural moments and recommend personality and brand alignments.”
