Creativity that Breathes: Why a Human Pulse Still Matters
In an era where AI can churn out content in minutes, the m25 producers’ Network Founders Series reminds us that real creativity begins with a human spark. At the center of this conversation is Sarah Laird, CEO and founder of Laird and Good Company. From a modest West Village apartment to a transatlantic creative engine, her story is a blueprint for how vision, perseverance, and ethical leadership keep artistry alive in a fast-changing industry.
Today, Laird and Good Company sits at the intersection of talent management, production, and brand partnerships, with offices in New York and London and a roster of more than 50 leading directors, photographers, and creatives. Yet what makes the agency distinctive is less about its geographic reach and more about its relentless commitment to artistry, personal voice, and sustainable impact.
The Founding Vision: From Rolodex to a Global Creative Network
The interview with Sarah reveals a founding arc less about a plan and more about following energy. Several decades ago, a young professional on Wall Street pivoted toward library science and then toward an artist agency. When a client asked for support, Laird and Good Company began to form—step by step, almost intuitively. She describes herself as the “tortoise, not the hare,” a mindset that emphasizes steady growth, trust, and a collaborative culture.
Two decades in, the company expanded into a true transatlantic force, a network where artists are encouraged to tell their own stories. The addition of And Good Company to the brand signaled a collective approach: a team that feels like family, united by a shared purpose. The influence of Sarah’s father—resilient, expansive, and ever-forward-looking—shaped a leadership style rooted in opportunity within adversity. Her guiding philosophy that life happens for you, not to you, helps frame the agency’s long-term thinking and its emphasis on mentorship and growth.
Industry Evolution: Editorial Roots, Personal Projects, and New Narratives
Sarah traces the evolution of editorial and advertising production from print-dominated opportunities to a broader creative ecosystem. While magazines amplified artists’ profiles, today’s channels demand versatility. Laird and Good Company treats personal work as the new editorial—an authentic space to develop narrative and identity beyond client briefs. This shift toward original storytelling helps artists connect with brands in ways that feel honest and enduring.
Looking ahead, she sees Asia as a critical frontier for this ethos: cultivate distinctive voices, honor individuality, and encourage a unique point of view. As APAC markets grow, the emphasis on holistic storytelling and creative integrity will shape collaborations across hospitality, fashion, and culture. In short, originality and authentic voice remain the currency of future campaigns.
Mentorship, Sustainability, and a Generous Footprint
Beyond building a powerhouse roster, Sarah’s leadership champions social responsibility. Laird and Good Company joined 1% for the Planet in July 2023, pledging a portion of annual sales to environmental partners focused on reforestation and community education. The creation of Good Works—the company’s initiative to connect storytellers with NGOs through charitable print sales and mentorship—demonstrates how business can nurture talent while giving back to the planet and communities.
Since joining 1% for the Planet, the agency has donated over $250,000 and helped plant more than 185,000 trees. These numbers aren’t mere philanthropy metrics; they reflect a operating principle: integrity, kindness, and a sincere commitment to helping great artists do great things while protecting the world they depict.
Advice for the Next Generation: Stay in Action, Shoot for Yourself
Sarah’s guidance to newcomers is simple and powerful: never stop making work. Shoot for yourself, not the market, and carry your unique voice into every collaboration. In a landscape of rapid change, the ability to stay curious, adapt, and lead with vision becomes the differentiator. She emphasizes action over paralysis—perseverance as the practical path to long-term impact. The message is clear: storytelling is limitless, and the world rewards originality over conformity.
Closing Note: A Soundtrack for a Creative Journey
If Laird and Good Company had a soundtrack, it would be a soundtrack of steady momentum, curiosity, and collaborative energy—an audible reminder that creativity thrives when supported by people who believe in its power and purpose. Sarah Laird’s story is a testament to the fact that a company’s heart—powered by artistry, mentorship, and responsible growth—can shape the industry as much as its campaigns.
