About our creative agency

It means not having to compromise between the short and the long term. Fusing creativity, strategy, and technology to build experiences that shake up today and shape up tomorrow.

We create at the speed of culture to build resilient brands. From tactical execution to the most complex of systems, every step is part of a sustainable trajectory.

We are LG2. Your growth partner in a world that’s constantly shifting.

Creativity is the engine. Growth, the destination.

Immediate impact is only the beginning. With cultural relevance, audacious creativity and surgical execution we meet consumers where they are. With strategic foresight and agility we build resilient brands that thrive wherever the future leads.

Create a culture. That fosters creativity.

Powered by creativity. Fueled by talent. We forge an inclusive and progressive work environment where free thinkers take charge. No comfort zones, no safety nets. Our teams do the best work of their lives and get to have a lasting impact.

Aim for the best. And always do better.

Proud to be B Corp™. More than a certification, it’s a commitment to an inclusive, equitable, and regenerative economy. The highest social and environmental standards are embedded into our core identity. And our creative power drives sustainable change and upholds the causes that transform society.

Launch local ambition. Send it into orbit.

Montreal, Toronto, Quebec. And the world. We drive our partner’s growth wherever their ambition leads them. Through Worldwide Partners Inc. (WPI), we’re teamed with 90 independent agencies in 50 countries. Collaboration by choice, rooted in independence. We drive growth wherever ambition leads.

By entrepreneurs. For entrepreneurs.

Sylvain Labarre (the L) and Paul Gauthier (the G), soon joined by Gilles Chouinard, founded LG2 for one reason: total control over the creative product. 35 years later, that agency has evolved into LG2 Group, an independent brand experience network.

One ecosystem. Six pillars. LG2 (creative), LG2 Architecture (spatial design), REF (digital and commerce), Alinea (PR), Dialekta and Varibase (performance media and CRM). Led by owner-operators on the ground with our 500 talents, these entities unite to help our clients chart new paths, shape culture, and drive sustainable growth.

Business units

Executive

Auchu Claude 2022 c Alexi Hobbs Consulat lr

Claude Auchu

Partner, CEO

Mireille Côté

Partner, Chief Business Officer

Alexis Robin

Partner, Executive Vice-President, Growth and Marketing

Martin Bélanger

Partner, Executive Vice-President, Finance

Bouchard Petula 2022 Alexi Hobbs Consulat

Pétula Bouchard

Partner, Executive Vice-President, Operations

Maxime St-Pierre

Partner and Executive Vice President, Technology and AI

Marie-Christine Cayer

Partner, General Manager

Nicolas Baldovini

Partner, Chief Creative Officer

Sophie-Annick Vallée

Partner, Chief Strategy Officer

Mireille Côté

Partner, Chief Business Officer

Luc Du Sault

Partner, Chief Creative Officer

Alexandra Laverdière

Partner, General Manager

Nicolas Boisvert

Partner, Vice-President, Creative Director

Bianca Freedman

Partner, President

Josh Stein

Partner, Chief Creative Officer

Ryan Crouchman

Partner, Vice-President, Executive Creative Director, Design

Barry Keith 2022 Intranet c Alexi Hobbs Consulat

Keith Barry

Partner, Vice-President, Strategy