Awards strategist Cynthia Swartz has officially launched her own PR shop, three weeks after announcing that she was ankling from 42 West, where she had been a partner since 2005.

New company, announced Friday, has been dubbed Strategy PR/Consulting and will have offices in New York and Los Angeles. It will focus on national film publicity campaigns; digital entertainment strategy; unit publicity; comprehensive awards campaigns; film fest oversight with a focus on acquisition titles; as well as filmmaker relations and corporate communications.

Former 42West execs Michael Kupferberg and Elena Zilberman will join as VPs, based in New York and reporting directly to Swartz. Zilberman will oversee all national film campaigns, and Kupferberg will oversee festival and awards campaigns, as well as all corporate communications and new business initiatives.

The company also has formed a strategic alliance with Marc Schiller’s New York-based digital marketing and publicity firm Electric Artists to manage new media, social networking and targeted online PR efforts for select films and clients.

Strategy PR/Consulting’s slate includes Emilio Estevez’s “The Way,” S.J. Clarkson’s “Toast,” Sam Levinson’s “Another Happy Day,” Carl Colby’s CIA docu-thriller “The Man Nobody Knew,” Madonna’s “W.E.,” Lynne Ramsay’s “We Need to Talk About Kevin” and Gerardo Naranjo’s Mexican thriller “Miss Bala.”

Company will also be handling PR on a number of acquisition titles at the Toronto Film Festival including Oren Moverman’s “Rampart” and Jonathan Teplitsky’s “The Burning Man.”

Also joining Strategy are Chanelle James as a director of national publicity based in New York and Katelyn Bogacki as a manager based in New York.