“ Sameness kills progress. Innovation happens when there’s open collaboration that brings diverse talent together. ”

- Anne-Marie Leclair, Partner, Vice President, Innovation

All of our clients know that innovation is essential to their company’s success, but many admit to being unable to innovate by themselves. 
Our mission at lg2’s innovation lab is to develop marketable new inventions, products and services that will generate new revenue streams for our clients, as well as stimulating long-term brand growth.

lg2 creates brand experiences. And the most innovative experiences manage to transcend simple communication by creating lasting emotional impressions. All of our clients know that innovation is essential to the long-term success of their companies. It enables them to remain strong in the face of growing competition, stay relevant with consumers and maintain financial growth.

But many of our clients also admit that they can’t innovate by themselves. Our mission at lg2’s innovation lab is to develop marketable new inventions, products and services that will generate new revenue streams for our clients, as well as stimulate long-term brand growth. These products or services are developed in tune with evolving purchasing and consumption habits to respond to society’s emerging issues, needs and desires. Our expertise in consumer behaviour and our ability to keep the target market at the centre of everything we do have always helped us create influential, relevant campaigns, so it is essential that we remain focused on the consumer throughout the innovation process.

Collaboration is vital in order to create the meaningful innovations that help our clients evolve their businesses and remain at the forefront of their industries. That’s why our vision for innovation is based on open collaboration with talented experts from diverse yet complementary fields. This concept is the foundation of our innovation process called Elements©, a customized tool that responds to the specific needs of each client.

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Expertise and services

  • Elements©, our customizable innovation tool, lets our clients tackle real-world business challenges from a fresh perspective or jump on emerging opportunities more efficiently.
  • This focus on efficiency allows us to deliver impactful innovations to market quickly, respecting the time-sensitive nature of our clients’ businesses.
  • The service offer is built around four simple, structured steps:
  • The chart: a structured preparation phase where every detail is taken into consideration and every essential ingredient is identified.
  • The chemistry: a customized incubation phase where internal and external experts, carefully selected for their specific experience and imagination, interact and collaborate.
  • The formula: a phase for prototyping, researching and developing feasibility analyses and business plans.
  • The innovation: a phase for production and the implementation strategy.
  • Elements© is a process that produces many innovative ideas capable of capitalizing on existing market potential – at a lower cost and with less risk to clients.
  • Clients who have used this process not only discover a unique and rewarding experience, but take away more lasting, relevant skills that can help to impact future performance: discovering new ways to collaborate, taking an active role in finding marketable inventions, creating new sources of growth and revenue, additional tax credits, a better understanding of human behaviour, a heightened sense of responsibility and accountability, a tight-knit work environment and access to a brand new network of exper.

1 entrepreneur + 1 entrepreneur

lg2 is the story of two entrepreneurs. Sylvain Labarre (the “L”) and Paul Gauthier (the “G”). The two of them, along with Gilles Chouinard, started to build a small agency with big ambitions. More than 25 years later, with over 250 talented employees and thousands of awards for some of the most innovative and well-known brands in the world, the founders’ relentless focus on their people and their product remains just as strong. And their bold ways have since been successfully passed on to over 20 new entrepreneurs, who work just as tirelessly to preserve our independence and creatively driven business model.

Discover lg2

The best ideas happen at the agency, when you have a life outside the agency.

The lg2 culture