Yahoo Lifestyle ICM Alum Lauren Williams Joins People Store As SVP Talent Amid Rebrand To Formation Talent Agency
EXCLUSIVE: Atlanta-based talent agency People Store has rebranded as Formation Talent Agency, brining in veteran agent Lauren Williams to serve as Senior Vice President of Talent amidst this evolution.
Said agency President Rick Estimond on the rebrand, “The word ‘formation’ really captures the essence of what we stand for. On one hand, it’s about the act of forming something—something we’ve been doing for over 40 years, shaping the careers of countless actors. But it also speaks to alignment and strategy—how you position yourself to achieve a goal. And perhaps most importantly, ‘formation’ suggests that the process is ongoing.”
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Estimond noted that a career in entertainment is “never fully formed,” but rather “always evolving, always in formation.” This, he said, is “how we see our work—being intentional and strategic every step of the way to help our clients reach their full potential as their careers grow and change.”
Since Rebecca Shrager’s 1983 founding of People Store, the agency has evolved into a cornerstone of the entertainment industry in the Southeast. Over the years, it’s played a part in launching the careers of everyone from Outer Banks star Chase Stokes to Ginny & Georgia‘s Antonia Gentry and The Last of Us‘s Storm Reid.
“What has always set People Store apart is our heart,” said Shrager. “We’ve built this agency on the foundation of authentic relationships, personalized representation, and a commitment to seeing our talent succeed. This rebrand to FORMATION underscores those values while taking them to the next level with a strategic focus on the future.”
Originally from Atlanta, Formation’s new SVP Talent, Williams, began her career at ICM Partners, where she represented a star-studded roster including Oscar winner Olivia Colman, Oscar nominee Aunjanue Ellis-Taylor, and Emmy nominee Betty Gilpin. Before joining Formation, she also spent some time in management at Echo Lake Entertainment and Link Entertainment.
“With over 16 years of experience in the Los Angeles market, I am excited to share my relationships and experiences with the incredibly talented team at Formation,” said Williams. “It’s a true homecoming to be back working in the South. Leadership and mentorship have always been important roles in my career. It’s been amazing to see the changes and growth already in just a short time, and I’m looking forward to continuing to grow and be a dynamic agency.”
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