What LG2 does

LG2 (operating as Groupe LG2) is an independent Canadian creative, marketing, and communication agency network founded in 1990 and headquartered in Montreal. The Group operates six wholly-owned business units: LG2 (integrated creativity and brand strategy), LG2 Architecture (spatial and immersive design), REF Digital (digital experience and e-commerce), Alinea (public relations and public affairs), Dialekta (performance media), and Varibase (CRM), collectively employing approximately 500 professionals across offices in Montreal, Toronto, and Quebec City. LG2 serves enterprise and mid-market clients including Polestar, Hydro-Québec, Domino's Pizza, Catelli, St-Hubert, and Fonds de solidarité FTQ, delivering brand strategy, advertising, digital experience, packaging, content, production, ESG communication, and experiential marketing services under multi-year, custom-scoped engagements.

The Group's underlying technology stack combines brand strategy, digital product development, AI integration (led by Partner/EVP Maxime St-Pierre), data analytics, and computer-vision-enabled experiential activations such as the Hydro-Québec Mission 2035 energy simulation game and the Mission Faune facial-recognition art installation. Through its Worldwide Partners Inc. (WPI) affiliation, LG2 accesses a network of 90 independent agencies in 50 countries for international project delivery while maintaining independence from holding-company competitors.

LG2 generates revenue through professional-services fees on custom agency engagements, with revenue streams organized around the six business units. Go-to-market is sales-led enterprise field sales, with dedicated partners and contact forms for project inquiries across strategy, digital, branding, advertising, packaging, content, production, shopper marketing, employer brand, and PR. The Group is B Corp certified and pursues ESG, non-profit, and government-facing engagements alongside consumer brand work.

Name

LG2

Legal name

LG2

Website

https://lg2.com

Company type

Private

Founded year

1991

Operating status

Operating

Short description

LG2 is an independent Canadian creative and marketing agency network operating six business units across advertising, digital, PR, performance media, CRM, and architecture for enterprise and mid-market brands in Canada and internationally.

Ownership category

akta.pro rank

Product category

Creative & Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (54182)

SIC

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

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Creative agency services
• Brand strategy consulting
• Advertising campaign development
• Digital experience design
• Integrated marketing communications

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, Marketing or Sales, Technology or R&D

Revenue model

1. Creative and Marketing Services: Full-service creative agency providing integrated brand experiences including strategy, branding, digital, advertising, content, packaging, production, and experiential marketing services to enterprise and mid-market clients

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

LG2 is an independent creative, marketing, communication, and digital agency providing integrated brand experiences for enterprise clients. The Group delivers strategy, branding, advertising, digital experience, packaging, content, production, shopper marketing, employer brand, architecture, PR, performance media, CRM, data analytics, and ESG communication services across six business units. Operations span three Canadian offices and a global network of 90 partner agencies in 50 countries.

Product overview

LG2 is a full-service creative, marketing, communication, and digital agency network operating as Groupe LG2. The ecosystem consists of six business units: LG2 (core integrated creativity), LG2 Architecture (space design), REF Digital (digital experiences and commerce), Alinea (public relations), Dialekta (performance media), and Varibase (CRM). Together they offer strategy, innovation, digital experience, architecture, data and insights, branding and design, advertising, packaging, content, production, shopper marketing, employer brand, experiential marketing, ESG communication, and PR services. The Group employs 500 talents across offices in Montréal, Toronto, and Quebec City, serving clients throughout Canada and internationally via Worldwide Partners Inc.

Differentiator

Problem solved

Functional benefit

Brands

• LG2 Architecture: Architecture and immersive experiences for brands
• REF Digital
• Alinea
• Dialekta
• Varibase

Products and services

• LG2 (Core Creative Agency) Integrated creativity agency providing strategy, branding, advertising, content, and marketing services for enterprise brands. Core business unit of Groupe LG2 headquartered in Montreal.
• LG2 Architecture

Quantifiable outcome

• 161.5% sales growth in Quebec for Groupe MAG mayonnaise brand
• +5 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• Polestar CanadaflagshipGTM or Marketing Partner · 1 February 2026LG2 appointed as creative agency of record for Polestar in Canada, starting February 1, 2026. Will support Polestar 3 SUV and Polestar 4 SUV coupe market expansion.
• REF DigitalcoreStrategic or Co-development Partner · 1 September 2025Digital agency launched by LG2 Group in September 2025, specializing in digital experiences and e-commerce. Led by Julie Pilon with Maxime St-Pierre joining as EVP Strategy and Innovation.
• DialektacoreStrategic or Co-development Partner · 1 January 2025Performance media agency acquired by LG2 Group, part of the ecosystem expansion alongside Varibase (CRM).
• VaribasecoreStrategic or Co-development Partner · 1 January 2025CRM agency acquired by LG2 Group, part of the ecosystem expansion alongside Dialekta (performance media).
• Worldwide Partners Inc. (WPI)coreStrategic or Co-development PartnerLG2 is part of the WPI network, collaborating with 90 independent agencies across 50 countries. This partnership enables international project capabilities while maintaining agency independence, supporting clients wherever their ambition leads.
• AlineacoreStrategic or Co-development PartnerSister PR and public affairs agency within the LG2 ecosystem, created in collaboration with TACT. Offers 360-degree public relations and public affairs approach in synergy with creative ideas.
• LG2 ArchitecturecoreStrategic or Co-development PartnerArchitecture and immersive experiences division of LG2 Group, providing spatial design, commercial design, interior design, and experiential environments.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Sid Lee: Montreal-headquartered independent creative and brand experience agency with a strong presence in Quebec and Toronto; competes directly with LG2 for French-Canadian and English-Canadian AOR mandates across similar industries and is one of LG2's closest direct competitors on home turf.
• Cossette: One of Canada's largest integrated marketing and communications agency networks, offering brand strategy, advertising, digital, media, and PR; comparable to LG2 in scale, full-service scope, and Canadian AOR focus, with similar marquee enterprise clients.
• Rethink: Independently owned Canadian creative agency with offices in Vancouver, Toronto and Montreal; competes with LG2 for major brand creative mandates, brings strong creative reputation and runs a comparable independent-network positioning.
• john st. Toronto-based independent creative agency known for integrated brand work and a strong engineering/data practice; comparable to LG2 in being an independent, multi-service creative shop competing for enterprise Canadian brands.

Broad incumbents

• BBDO Canada: Canadian arm of BBDO Worldwide (Omnicom), providing full-service advertising, digital, and brand strategy; competes with LG2 for major Canadian AOR accounts but operates as part of a global holding company network with much larger scale.
• DDB Canada: Canadian operations of DDB Worldwide (Omnicom), offering creative, digital, and integrated marketing services; directly overlaps LG2's service portfolio but draws on global network scale and creative pedigree.
• Publicis Canada: Canadian arm of Publicis Groupe, providing creative, media, digital, and data services; competes with LG2 for major Canadian enterprise clients and brings global holding company scale and integrated media buying capabilities.
• Wieden+Kennedy: Independent global creative agency known for premium brand work; while independent like LG2, it operates at much larger scale, providing a benchmark for the upper end of the independent creative agency model LG2 aspires to.
• Deloitte Digital Canada: Digital transformation and creative arm of Deloitte in Canada, offering strategy, design, AI, and technology services; competes with LG2 Group's REF Digital and ecosystem on integrated digital and AI mandates for enterprise clients.

Emerging players

• Junxion Strategy: B Corp-certified strategy and communications consultancy focused on sustainability, ESG, and purpose-driven brand work; comparable to LG2's B Corp positioning and ESG Marketing Communication service line, operating in an adjacent niche.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lg2
• LinkedInlinkedin.com/company/lg2

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 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