What lg2 does

LG2 is an independent, privately held creative and brand-experience agency headquartered in Montreal, with additional offices in Toronto and Quebec City and global reach through the Worldwide Partners Inc. network of 90 independent agencies in 50 countries. Founded around 1990 by Sylvain Labarre, Paul Gauthier, and Gilles Chouinard, the firm operated as a single agency until 2025, when it restructured into the LG2 Group, an integrated network of six business pillars: LG2 (integrated creative and advertising), LG2 Architecture (spatial design and immersive environments), REF Digital (digital and commerce, launched September 2025 with MACH architecture and 50+ specialists), Alinea (PR and public affairs), and the recently acquired Dialekta and Varibase (performance media and CRM).

The group employs approximately 500 talents and serves enterprise clients across consumer goods, food and beverage, government and utilities (Hydro-Québec), financial services (National Bank), automotive (Polestar, appointed Canadian AOR effective February 2026), telecommunications (Bell), and nonprofit sectors. Service modules span strategy, advertising, branding and design, content creation, packaging, production, digital experience, ESG communications, architecture, and data and insights. Technology underpinnings include AI integration led by a dedicated EVP Technology and AI, generative AI for content production, computer vision for experiential measurement, predictive analytics, and digital commerce platforms (Shopify/BigCommerce) with composable MACH-architecture delivery.

LG2 generates revenue through professional-services fees on a quote-based, project-specific pricing model with no public pricing tiers. Distribution is direct enterprise field sales through its three Canadian offices, supplemented by client referrals, industry awards (Cannes Lions, Bye Bye de la pub, Red Dot), and the Worldwide Partners Inc. channel for international mandates. The firm is B Corp certified and describes itself as the largest independent creative agency in Canada.

Name

lg2

Legal name

LG2

Website

https://lg2.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

LG2 is Canada's largest independent creative marketing and advertising agency, operating as a six-pillar group (creative, architecture, digital, PR, performance media, CRM) with 500 staff across Montreal, Toronto, and Quebec City, serving enterprise clients with integrated brand-experience services.

Ownership category

akta.pro rank

Product category

Creative and Advertising Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Customer Journey Orchestration & Campaign Management (BPAFAFAF)

Keywords

• Creative advertising agency
• Brand strategy consulting
• Integrated marketing communications
• Digital experience design
• Public relations services

Headquarters

HQ city

Montreal

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Creative and Marketing Services: Professional services fees for integrated creative, branding, advertising, digital experience, content creation, and marketing communication services delivered to enterprise clients across Canada and internationally
2. Architecture and Spatial Design: Fees for LG2 Architecture services including commercial design, interior design, immersive experiences, and connected spaces
3. Digital and Commerce Services: E-commerce, digital experience, and technology implementation services through REF Digital
4. PR and Public Affairs: Public relations, communications, and public affairs services through Alinea agency
5. Performance Media and CRM: Performance media buying and CRM services through Dialekta and Varibase

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

LG2 is an independent creative agency that delivers integrated brand experience services through six specialized business units: LG2 Creative (branding, advertising, strategy, content, production), LG2 Architecture (spatial and immersive design), REF Digital (e-commerce, MACH-architecture platforms, AI-integrated digital experiences), Alinea (PR and public affairs), Dialekta (performance media), and Varibase (CRM). Approximately 500 professionals across the Montreal, Toronto, and Quebec City offices serve enterprise brands, government institutions, and nonprofits with end-to-end brand experience work, supported globally by the Worldwide Partners Inc. network. Revenue is earned through professional services fees on a project-by-project, quote-based basis.

Product overview

LG2 is an independent brand experience network operating as a platform-plus-modules architecture. The core ecosystem consists of six pillars: LG2 (integrated creative), LG2 Architecture (spatial design), REF Digital (digital and commerce), Alinea (PR), Dialekta (performance media), and Varibase (CRM). Led by approximately 500 talents across Montreal, Toronto, and Quebec City offices, these entities provide integrated services spanning strategy, innovation, digital experience, architecture, data and insights, branding and design, advertising, packaging, content, production, shopper marketing, employer brand, and PR & public affairs. The network connects internationally through Worldwide Partners Inc. (90 independent agencies in 50 countries).

Differentiator

Problem solved

Functional benefit

Brands

• LG2 Architecture: Spatial design and architecture services
• REF Digital
• Alinea
• Dialekta
• Varibase

Products and services

• LG2 (Creative) The flagship integrated creative agency providing branding, advertising, content, digital experience, strategy, and production services for enterprise clients across Canada.
• LG2 Architecture Spatial design and architectural services creating immersive brand environments, commercial spaces, retail locations, and experiential installations.
• REF Digital Digital and commerce agency within LG2 Group, specializing in e-commerce, Shopify/BigCommerce development, MACH-architecture composable platforms, UX/UI design, full-stack engineering, SEO, analytics, and AI-powered digital experiences for retailers.
• Alinea PR and public affairs agency providing 360-degree communications, government relations, reputation management, crisis communications, media relations, and influencer marketing.
• Dialekta Performance media buying and acquisition services within the LG2 Group ecosystem (acquired 2025).
• Varibase CRM services within the LG2 Group ecosystem (acquired 2025).

Quantifiable outcome

• 22% increase in chicken consumption for 16-44 age group
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• PolestarflagshipGTM or Marketing Partner · 29 January 2026Polestar appointed LG2 as its creative agency in Canada. LG2 began its mandate on February 1, 2026, supporting Polestar's mission to offer electric performance vehicles with cutting edge design and sustainability, including Polestar 3 SUV and Polestar 4 SUV coupe.
• Dialekta and VaribasecoreStrategic or Co-development Partner · 25 November 2025LG2 Group acquired Dialekta and Varibase, adding performance media and CRM capabilities to the Group's service offering.
• REF DigitalcoreStrategic or Co-development Partner · 1 September 2025REF Digital is LG2 Group's digital agency launched in September 2025, offering end-to-end digital and commerce capabilities including MACH architecture, Shopify/BigCommerce development, and AI implementation.
• Worldwide Partners Inc. (WPI)coreChannel Partner/ Reseller/ DistributorLG2 is part of the Worldwide Partners Inc. network, collaborating with 90 independent agencies in 50 countries. This enables LG2 to drive growth for clients wherever their ambition leads them, maintaining independence while offering global reach.
• AlineacoreStrategic or Co-development PartnerAlinea is LG2's sister PR and public affairs agency, created in collaboration with TACT. It offers a 360-degree approach to PR and public affairs that provides consistency, depth and relevance supported by innovative ideas.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Sid Lee: Montreal-headquartered independent creative agency offering integrated brand experience, digital, and commerce services. Highly comparable to LG2 given shared Montreal roots, similar full-service creative scope, and overlapping enterprise Canadian client base.
• TAXI: Canadian independent creative agency (now part of Dentsu) headquartered in Toronto with strong design and advertising heritage. Directly comparable to LG2 as a similarly sized Canadian brand-led creative shop with national footprint.
• Cossette: Quebec-founded full-service marketing and communications agency (now owned by Plus Company). Comparable to LG2 in scope, Quebec heritage, and breadth across advertising, digital, PR and CRM services for major Canadian brands.
• Rethink: Canadian independent creative agency with offices in Vancouver, Toronto and Montreal. Comparable to LG2 as an award-winning independent creative competitor operating across Canada with similar brand-building and digital capabilities.
• Juniper Park\TBWA: Toronto-based TBWA-network creative agency. Directly comparable to LG2 in offering full-service creative, brand strategy and digital execution to major Canadian enterprise clients.
• Edelman Canada: Canadian arm of global PR/communications firm Edelman, from which LG2's new Toronto President Bianca Freedman was recruited. Comparable to LG2's Alinea PR pillar and broader integrated communications work.
• Droga5: Globally recognized creative-led agency (now part of Accenture Song). Comparable to LG2 as a peer in the integrated creative, digital and brand experience space targeting culturally-resonant enterprise work for premium brands.

Broad incumbents

• Dentsu Canada: Canadian operations of global advertising holding company Dentsu (parent of Dentsu Creative, dentsu media, Merkle). Competes with LG2 on enterprise creative and media mandates from the same large Canadian brand clients.
• Ogilvy Canada: Canadian operations of WPP-owned Ogilvy network. Direct competitor for enterprise brand experience mandates against LG2, particularly for clients seeking global network reach.
• Publicis Canada: Canadian arm of Publicis Groupe (parent of Publicis Worldwide, Leo Burnett, Saatchi & Saatchi). Competes with LG2 for top-tier Canadian brand creative and integrated communications work.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lg2

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles26 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about lg2