Why Creativity Still Needs a Pulse
In a world where AI can churn out content in minutes, the human spark remains the heartbeat of great storytelling. The m25 Producers-led Network Founders Series shines a spotlight on the people who propel productions from idea to impact. This chapter centers on Sarah Laird, CEO and founder of Laird and Good Company, whose work proves that artistry flourishes when backed by vision, mentorship, and a stubborn refusal to compromise on quality.
The Quiet Founding Moment
Sarah’s path isn’t a single, dramatic origin story. It began with a move from Mississippi to New York, a detour from Wall Street toward a library science degree, and a chance encounter with a small artist agency. From there, the idea for Laird and Good Company emerged “slowly, steadily, step by step.” She describes herself as the tortoise rather than the hare, trusting the energy of the work and building a crew that felt like family. The result is a transatlantic creative force with offices in New York and London and a roster of more than 50 directors, photographers, and artists who push for original storytelling across borders.
Leadership Rooted in Artistry and Mentorship
Sarah’s leadership hinges on empowering talent rather than orbiting her own star. Under her guidance, the company has become a trusted partner to global brands such as Apple, Netflix, Diageo, and Lancôme, with work that frequently appears in The New York Times, Rolling Stone, and other prestige outlets. But success isn’t measured by campaigns alone. It’s about mentorship, sustainable practice, and a culture that makes artists feel seen and supported.
Good Works and 1% for the Planet
Beyond business, Sarah champions a broader mission. She co-founded Good Works, a Laird and Good Company initiative that connects storytellers with organizations driving positive change through charitable print sales and mentorship. Since joining 1% for the Planet in July 2023, the company has donated over $250,000 and helped plant more than 185,000 trees. These efforts extend the agency’s impact beyond commerce, embedding environmental stewardship and community education into the fabric of its operations.
Editorial Evolution and Personal Narratives
On the editorial front, Sarah notes a profound industry shift. While magazines once dictated an artist’s profile through editorial placements, today’s landscape emphasizes channels and personal work as the new editorial. Personal projects reveal an artist’s deepest motivations and provide a authentic storytelling core that can power brand collaborations. For Laird and Good Company, the aim is to cultivate narratives that are deeply original, personal, and capable of resonating across platforms.
Advice for the Next Generation
Her guidance to aspiring creatives is clear: keep making work and follow the energy of your ideas. Don’t chase the market; shoot for yourself and invite mentors to help you grow. In an industry that prizes adaptability, she champions action, resilience, and a willingness to embrace “your weird, creative self.” This ethos isn’t just about surviving change—it’s about leading it.
What’s Next: A Global, Purpose-Driven Practice
Looking ahead, Sarah envisions expanding the agency’s influence in Asia-Pacific while maintaining a strong European and North American footprint. The key, she says, is cultivating individuality and a unique point of view that brands crave. The company’s mission is clear: empower artists, tell powerful stories, and do so with integrity, kindness, and a commitment to the planet.
