# SHADOW

> SHADOW is an independent creative marketing and communications agency founded in New York in 2007. It combines media relations, creative strategy, content production, influencer and celebrity relations, social marketing, and live experiences for consumer brands - then measures the resulting attention in reach, sentiment, engagement, and business response.

- **Founded:** 2007
- **Headquarters:** New York, United States
- **Founders:** Lisette Sand-Freedman (Co-Founder & Chief Visionary Officer), Brad Zeifman (Co-Founder & Chief Revenue Officer)
- **Products:** Media Relations, Celebrity & Influencer Relations, Creative Strategy & Content Development, Social Marketing, Experiential & Event Production
- **Notable:** Ranked No. 23 on Observer’s 2026 list of the 50 most powerful PR firms., Ranked No. 20 on Observer’s 2025 PR Power List., Judge Beauty won a 2025 Webby in Fashion, Beauty & Lifestyle branded content.

## Products & services

- **Media Relations** — Press strategy, outreach, message development, media training and ongoing relationship management.
- **Celebrity & Influencer Relations** — Talent identification, casting, negotiation and campaign programs that connect brands with relevant public figures and creators.
- **Creative Strategy & Content Development** — Campaign concepts, scripts, art and copy direction, hero films, photography, social cutdowns and branded content.
- **Social Marketing** — Channel strategy, community management, social-first programming, platform-native content and performance measurement.
- **Experiential & Event Production** — Pop-ups, launches, consumer experiences, partnerships and event production designed to generate both attendance and earned attention.

## Achievements

- Ranked No. 23 on Observer’s 2026 list of the 50 most powerful PR firms.
- Ranked No. 20 on Observer’s 2025 PR Power List.
- Judge Beauty won a 2025 Webby in Fashion, Beauty & Lifestyle branded content.
- Eyes.Lips.Face.Sticky. won the 2024 Webby People’s Voice award for creator or influencer endorsements.
- Judge Beauty generated more than 100 billion earned media impressions and increased total site users by 118%, according to SHADOW’s case study.
- Eyes.Lips.Face.Sticky. generated 10 billion earned impressions in its first 24 hours and 57 billion to date, according to SHADOW’s case study.
- Aerie’s Hidden Gems Marketplace drew more than 800 attendees and 2.7 billion total impressions, according to SHADOW’s case study.
- The Google Shopping and Pat McGrath Labs Beauty AR campaign drew more than 3,500 attendees, 3.4 million impressions and 850,000 engagements.

## Latest updates

- **2026-02** — Observer ranked SHADOW No. 23 on its 2026 PR Power List, highlighting work for POP MART, e.l.f. Beauty, Google Shopping, Estée Lauder, Dove, Instacart and others.
- **2025-11** — SHADOW helped bring POP MART’s Labubu to the Macy’s Thanksgiving Day Parade, a program Observer reported at more than 4.5 billion press and social impressions.
- **2025-05** — SHADOW handled media strategy around e.l.f. Beauty’s acquisition of rhode, reported by Observer at more than 15 billion earned impressions.
- **2025-01** — Saint James Iced Tea appointed SHADOW agency of record for media relations, influencer and celebrity programming, and events.
- **2024-02** — e.l.f.’s national Super Bowl campaign Judge Beauty debuted, conceived, scripted, cast and produced by SHADOW.

## Links

- Website: https://www.weareshadow.com/
- LinkedIn: https://www.linkedin.com/company/shadow-pr/
- Twitter/X: https://twitter.com/weareshadow
- Instagram: https://www.instagram.com/weareshadow/
- Facebook: https://facebook.com/weareshadow

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Profile page: https://yespress.io/shadow
Published by YesPress — https://yespress.io
Last updated: 2026-09-23