Charles Laird on Taking Laird and Good Company Global

m25's Founders Series celebrates the real people behind productions and the companies they build. In an era where AI can churn out endless and mindless content in minutes, it’s easy to forget that true creativity still begins with a human spark. Behind every seamless shoot, every cross‑border collaboration, and every bold production decision lies a person whose vision and persistence make it possible.

For the second instalment of our Global Founder series featuring Laird and Good Company, we turn to Charles Laird, managing director UK/EU and co‑founder of Good Works at Laird and Good Company. Following Sarah’s opening story, Charles brings a perspective shaped by building business across both sides of the Atlantic London and New York and now steering the company’s next chapter of expansion into Asia.

Under her leadership, Laird and Good Company has grown into a transatlantic creative force, representing a diverse roster of artists whose work blends the intimacy and craft of the UK with the scale and ambition of the US. This dual foundation has not only defined the company’s aesthetic but also sharpened its ability to deliver campaigns that resonate globally.

Q> Building Across Two Creative Capitals, how has having roots in both the UK and US influenced your roster, your aesthetic, and the way you approach global campaigns? Follow‑up: Are there distinct creative strengths you draw from each market that you’re now bringing into Asia?

Charles> Being rooted in both the UK and the US has shaped us in two ways first in the calibre and diversity of the artists we represent, and second in how we think about storytelling at a global scale. From the UK, we draw a sensibility rooted in craft, intimacy and emotional depth — a tradition of visual storytelling that feels grounded and human. From the US, there’s a boldness in scale and ambition: bigger canvases, faster execution, and a culture of creative momentum.

Because we’ve grown across both of these centres, our roster naturally blends those strengths artists who are visually distinctive but also highly adaptable across formats, audiences, and cultural contexts. Operating on both sides of the Atlantic has also made us extremely fluent in working across borders, different production realities, different cultures and different definitions of “impact.” As we grow into Asia, we’re combining these strengths with the innovation and visual experimentation already flourishing in the region.

Q> Defining Projects Is there one campaign or collaboration in your history that stands out for its complexity, ambition, or cultural impact? Follow‑up: What lessons from that project are you applying as you expand your presence in Asia?

Charles> One project that comes to mind is Bacardi’s Sustainability Journey. For the campaign, director and photographer duo Gentl and Hyers captured Bacardi’s Environmental, Social, and Governance (ESG) principles in a five film series featuring each of the brand’s sustainability pillars. As a production company, Bacardi is a longstanding client, and we were thrilled to see our values align with the mission of this campaign community, sustainability, environmentalism. The project was shot locally in Puerto Rico and in turn their team members were central characters to each story. We also worked closely with local vendors and suppliers to bring the production to life we really needed their expertise.

I feel the most integral lessons we have learned through our recent work with artists as well as growth into markets is how integral adaptability and cultural sensitivity is to every step of the creative process. It takes time to understand new creative cultures and communities, and to best immerse ourselves, we often look to regional partners, both talent and agency, to co-create. An inherent value of our agency, which we always take into consideration, is our dedication to long term relationships. We want to bond and build real trust with our community, and deeply value trust and sustained relationships over quick wins.

Q> Creative Philosophy Laird and Good Company represents a diverse range of talent, from fashion photographers to set designers. How do you curate and nurture a roster that stays ahead of trends while maintaining a distinct identity? Follow‑up: How do you balance commercial demands with the creative freedom your artists need to thrive?

​Charles> We believe personal work is essential to sustaining creativity. It’s not ancillary to commercial success, it underpins it. We partner with artists who have a strong point of view and a regular practice of releasing new creative work into the world, whether through editorial commissions or independent projects. When that personal expression is protected and nurtured, it fuels the calibre of the commercial work; it keeps it fresh and distinctive rather than formulaic.

Q> Industry Evolution From your perspective, how has the editorial and advertising production landscape changed over the past two decades in the UK, US, and globally? Follow‑up: Which of these shifts do you think will most influence the Asian market in the next few years?

Charles> When I first entered the industry, editorial was still the primary platform for visibility; it was how you established a voice. Today that role has shifted to personal work: artists who build their own narratives are the ones who stand out. The market now responds to authorship over placement, and in Asia especially, that emphasis on original voice will be a major driver of who cuts through next.

Q> Technology & Innovation With digital tools, AI, and new production technologies transforming the creative process, how is Laird and Good Company integrating these innovations into your workflow? Follow‑up: How do you ensure technology enhances rather than dilutes the artistry of your collaborators?

​Charles> We integrate technology where it amplifies the artist’s vision never as a substitute for it. The biggest impact for us has been in the process rather than the outcome: tools that make pre-production smarter, allow for richer collaboration across distance and time zones, and give artists more room to experiment before stepping on set. What matters is that the technology sits behind the work, not in front of it — the voice, taste and authorship still drive every creative decision.

Q> Inspiring the Next Generation What advice would you give to the next generation, just starting in or wanting to get into the industry, those who aspire to work on the kind of global campaigns your roster delivers? Follow‑up: Are there specific skills, mindsets, or experiences you believe are essential for success in today’s fast‑changing creative industry?

Charles> The artists who break through are the ones who keep making work on their own terms — not waiting for permission or a commission to create. Curiosity, experimentation and a strong point of view matter more than having perfect polish from day one.

In a fast-moving industry, the skill that travels the furthest is authorship, knowing what you want to say and why you’re saying it. If you stay close to that, the right opportunities tend to follow.

Q> Looking Ahead As you expand into Asia, what trends, market movements, or new ways of working do you foresee shaping the industry in 2025–2026? Follow‑up: How are you positioning Laird and Good Company to lead creatively and commercially in this next chapter?

​Charles> We’re seeing a shift toward work that is built from the culture outward campaigns that start with a genuine local connection and then find their global voice. Asia is already setting the pace creatively, especially in how quickly ideas move from concept to execution.

For us, this next chapter is about partnership first. We’re not going in to “bring” something to the region, but to build with the people already shaping it. Our role is to support artists and clients with the infrastructure, experience and care that lets the work travel without losing its authenticity. If we stay curious, collaborative and human in how we grow, the creative outcomes will follow.

Q> One UK or US creative talent Asia should have on their radar right now?

Charles> Venkay are a directing duo whose work blends documentary honesty with refined visual storytelling. They create films that feel personal, textured, and emotionally resonant — the kind of authorship that travels effortlessly across cultures.

Q> One word to describe the UK creative scene?

Charles> Dynamic.

Q> A city in Asia you’re most excited to work in next?

Charles> Singapore. The creative scene there is incredibly exciting right now – there’s so much interesting work emerging, not just in traditional advertising but also in design, fashion, tech, and new media. It’s a city that feels like a true crossroads of Asia, with diverse influences and a global outlook. There’s a strong appetite for experimentation and fresh ideas, while at the same time a real respect for craft and execution. The energy is progressive, collaborative, and internationally minded, which makes it a really inspiring place to be building work.