CEO and Co-founder of The Good Company, France
Luc is the CEO and co-founder of The Good Company, one of France’s leading purpose-driven agencies. The Good Company is a certified B-Corp company, a “Benefit Corporation” by French law (cf. “Entreprise à mission”) and a proud donor to 1% for the Planet.
Launched in 2019, The Good Company was voted France’s “Agency of Tomorrow” in 2020 and France’s “Responsible agency of the year” in 2021. In 2021, Luc was also voted “advertising person of the year” in France.
Luc was born in Plymouth, UK and has dual Franco-British nationality. After studying SPS at Cambridge University (BA/MA Hons) and a post-graduate (DESS Communication Politique et Sociale) at La Sorbonne-Paris 1, Luc started his career at Publicis in 2000. He worked as an international brand strategist for clients such as Renault, Vodafone-SFR, Vivendi, Club-Med and Coca-Cola.
In 2003, Luc joined Agence V (Omnicom) as CSO. During Luc’s 7 years at V, the agency quadrupled its revenues winning prestigious accounts such as Volkswagen, Skoda, L’Occitane, 118 218 and Meetic. At Agence V, he built a reputation as a multi-disciplinary, multi-cultural strategist. In 2005, Luc became a key shareholder of the agency.
In 2010, Luc created a new company with 2 new business partners : Herezie. As co-founder and CSO of Herezie, Luc helped establish Herezie Group as a truly international agency and one of France’s biggest independent communications groups, acquiring digital and shopper marketing agencies along the way. Herezie’s main clients included Amazon, the Coca-Cola Company, Carlsberg, Henkel, Essilor and Samsung.
After leaving Herezie in September 2016, Luc became a consultant advising local and international brands, as well as continuing to teach in the Sciences Po Master in Communications, Media and Creative Industries.
In June 2017, Luc joined Publicis Worldwide in the newly created role of Chief Strategy and Transformation Officer. As CSTO of Publicis Worldwide, Luc worked on the business transformation of companies such as Renault, Engie, Orange, L’Oreal and Carrefour (cf. “Act for Food”).
Throughout his career, Luc has also been a juror in many international awards including the French Effies, the Euro-Effies, the Strategies Grand Prix, the Eurobests and the Cannes Creative Effectiveness Lions. He is also a member of the Effie Europe Steering Committee.
When Luc isn’t busy building brands, he likes to over-intellectualize football and spend time with his two kids.
KEY DATES
2019-2022
Founder and Chief Executive Officer, The Good Company
2017-2018
Chief Strategy and Transformation Officer, Publicis Worldwide
2010-2016
Founder and CSO, Herezie Group
2003-2010
Shareholder and CSO, Agence V (Omnicom)
1998-2003
Senior Strategic Planner, Publicis Worldwide
