Shadow PR: Independent New York and LA PR Agency Profile
Shadow PR, also styled SHADOW, is a New York and Los Angeles PR agency founded in 2007 by Brad Zeifman and Lisette Sand-Freedman and led by four co-founders.
Profiled
Jun 3, 2018
Desk
EPR Editorial Team
Firm summary
Shadow PR, styled SHADOW, is an independent New York and Los Angeles integrated marketing and communications agency founded in 2007 by veteran publicists Brad Zeifman and Lisette Sand-Freedman. The PR Net lists four co-founders, with Sand-Freedman as Chief Visionary Officer and Zeifman as Chief Revenue Officer, and describes work across PR, influencer marketing, content, events and digital media.
Originally published June 2018. Updated October 17, 2026.
Who founded Shadow PR?
Brad Zeifman and Lisette Sand-Freedman founded Shadow PR in 2007, according to Clutch, which calls them veteran publicists. The firm now lists two more co-founders, Liza Suloti and Michelle Sokoloff, in its 2025 PR Net entry. The PR Net's 2022 entry reported that the agency announced three new partners, Erica Larsen, Jamie D'Attoma and Brian Vaughan, and new titles for its four co-founders.
Who leads Shadow PR?
Shadow PR is led by its four co-founders and two partners, per The PR Net 100 2025 entry. That entry gives Sand-Freedman the title Chief Visionary Officer and Zeifman Chief Revenue Officer, and the 2024 and 2022 entries use the same titles for the two original founders.
What does Shadow PR do?
Shadow PR describes itself as a creative marketing communications agency covering PR, celebrity and influencer marketing, content, experiential events and digital media. Its 2025 PR Net entry cites Estée Lauder's Night Night Club campaign, a Sony Electronics subway activation with Olivia Rodrigo, Tatcha's MoistureMatchup and e.l.f. Cosmetics' Cloud Skin campaign. These are agency-reported.
What recognition has Shadow PR received?
Shadow PR appears in The PR Net 100 for 2022, 2024 and 2025. No other awards appear in the sources checked.
How does Shadow PR compare with other New York lifestyle firms?
Shadow PR is an independent fashion, beauty and lifestyle specialist, so compare it with Quinn, Hawkins International, DKC, HUNTER and The Krupp Group. EPR's New York PR firms ranking covers its home market.
Related: PR agency profiles directory · PR leaders directory · New York PR firms · 5W Public Relations
Shadow PR: Independent New York and LA PR Agency Profile FAQ
Who founded Shadow PR?
Brad Zeifman and Lisette Sand-Freedman founded Shadow PR in 2007.
Where is Shadow PR located?
Shadow PR is based in New York and has a Los Angeles office.
What sectors does Shadow PR specialize in?
It works across fashion, beauty, lifestyle, technology and hospitality brands through PR, influencer marketing, content and events.
Who runs Shadow PR?
The PR Net lists four co-founders, led by Lisette Sand-Freedman as Chief Visionary Officer and Brad Zeifman as Chief Revenue Officer.
Editorial assessment by Everything-PR, based on public record and archive coverage. No firm-supplied marketing copy, no paid placement.
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