LG2 Group has named CBC/Radio-Canada veteran Maxime St-Pierre as partner and EVP of technology and AI, as well as EVP of strategy and innovation at REF Digital. His mandate includes accelerating AI integration, driving cultural and business transformation, and strengthening the group’s digital, strategic, and creative capabilities following recent acquisitions and expansion.
LG2 Group has entered a consequential new phase in its transformation journey with the appointment of Maxime St-Pierre, a seasoned digital strategist and AI leader widely recognised for his decade of work at CBC/Radio-Canada. The group, which has been aggressively expanding its ecosystem through the launch of REF Digital and the acquisitions of Dialekta and Varibase, has now brought St-Pierre on board as partner and executive vice president of technology and AI. He also takes on a simultaneous mandate as executive vice president of strategy and innovation at REF Digital, signalling the central role he will play in shaping the group’s future. His arrival marks a defining moment as LG2 Group seeks to deepen its expertise in artificial intelligence, strengthen digital integration, and accelerate a cross-company cultural transformation.
St-Pierre joins the organisation at a time when agencies across the world are undergoing rapid shifts driven by AI adoption, data-led decision-making and the convergence of creativity with technology. For LG2 Group, the stakes are clear: as clients demand more efficient, personalised and interconnected brand experiences, the company needs to build a backbone of modern capabilities that allow it to remain competitive. The appointment of an executive with extensive public-sector media, digital transformation and technology leadership experience is therefore not simply a personnel move—it is a strategic investment in the agency’s future.
During nearly ten years at CBC/Radio-Canada, St-Pierre played a transformative role in the public broadcaster’s shift into the digital era. He led digital strategy, oversaw the deployment of digital products and experiences, and headed its digital business intelligence unit. His work helped reshape how the broadcaster engaged audiences and responded to a fast-changing media landscape. This deep familiarity with large-scale organisational transformation made him an especially compelling choice for LG2 Group as it charts its next chapter.
Claude Auchu, partner and chief executive officer of LG2 Group, describes St-Pierre’s arrival as “essential” for the agency’s evolution. He emphasises that the executive’s mandate is not simply about technology implementation but about reshaping the organisation’s broader culture. According to Auchu, the agency is committed to building brand experiences that seamlessly link strategy, technology, media, and creativity. Doing so requires leadership capable of bridging these worlds, grounding decisions in rigorous strategy and ensuring that technology enhances rather than complicates the agency’s creative mission. St-Pierre, he says, is the right person to drive that integration.
His expanded role at REF Digital underscores the strategic importance of the newly formed agency within the group’s broader vision. REF Digital, which specialises in technological consulting, e-commerce platforms and application development, is positioned as the group’s digital engine. As brands increasingly prioritise seamless digital experiences, REF’s role has become central to delivering value for clients. St-Pierre’s leadership will involve guiding both consulting and strategy teams, accelerating AI integration, and ensuring that REF’s offerings remain at the forefront of digital innovation. With his dual portfolio, he becomes a key architect behind how the entire LG2 ecosystem modernises and adapts to industry shifts.
Julie Pilon, partner and president of REF, expresses strong confidence in the move, noting that the agency is entering a new era. She describes the existing REF team as one that already has the technical expertise and creative talent to compete at a high level; St-Pierre’s arrival, she believes, serves as a catalyst that will elevate the agency’s ambitions. His international experience working with global brands such as Sony, Coca-Cola, L’Oréal and adidas gives him a vantage point that combines global best practices with local knowledge. This breadth, she argues, is invaluable as REF looks to grow its capabilities in e-commerce, digital experience design, and advanced technological solutions.
For St-Pierre himself, the transition marks a homecoming of sorts. Before his tenure at CBC/Radio-Canada, he had spent time on the agency side at Nurun, where he helped develop digital strategies and e-commerce platforms. Returning now to the agency ecosystem allows him to merge the strengths of both worlds: the scale, structure and complexity of public broadcast transformation with the agility, experimentation and entrepreneurial energy of a modern creative-technology environment. He describes LG2 Group as a place with a unique ecosystem and rich expertise, and says the opportunity to participate in a truly entrepreneurial project is what drew him in.
His vision for the role is clear and ambitious. St-Pierre emphasises the need for continuous challenge, experimentation and transformation in a field undergoing rapid technological evolution. His goal is not simply to introduce AI tools but to embed AI deeply into the organisation’s culture, processes and everyday practices. He speaks of integrating AI rigorously into the company’s reflexes and tools in a way that supports the creative professionals—“the artisans,” as he calls them—who will use these systems to push boundaries. By framing AI as a cultural and creative enabler rather than a purely technical layer, St-Pierre signals a leadership approach focused on blending innovation with human-centred design.
The move also reflects LG2 Group’s broader push to build an integrated, future-ready portfolio of services. The recent acquisitions of Dialekta and Varibase added significant media, CRM and data expertise to the group, allowing it to offer more comprehensive solutions to clients. Coupled with REF Digital’s technological backbone and LG2’s creative heritage, the organisation is positioning itself as a full-spectrum agency capable of meeting complex modern demands. St-Pierre’s role is to ensure these parts work together cohesively and evolve in tandem with industry trends, rather than operating in silos.
In many ways, his appointment is also symbolic of a growing recognition across the industry that transformation must be holistic, not incremental. Agencies can no longer rely solely on creative strength or tactical digital execution. They must integrate AI, analytics, automation and new technologies into every layer of their work—from strategic planning to campaign execution to performance measurement. For LG2 Group, St-Pierre’s task is to ensure the organisation is not merely catching up but setting new standards for how creative agencies operate in an AI-first world.
His emphasis on collective improvement and internal transformation suggests that employees across the organisation can expect new tools, new processes and new approaches to collaboration. As AI reshapes industries, his approach appears to prioritise preparedness, education and experimentation, ensuring the organisation’s workforce is equipped to adapt. This focus on people underscores the agency’s commitment to bridging technology with culture, creativity and business outcomes.
With this appointment, LG2 Group positions itself as a forward-looking organisation ready to navigate the complexities of a rapidly changing digital ecosystem. St-Pierre brings not just technical expertise but a strategic mindset shaped by years of leading transformative initiatives. His mandate—to accelerate AI adoption, strengthen strategic alignment and nurture an innovation-driven culture—solidifies his role as a key figure in shaping the agency’s future.
As the industry continues its shift toward AI-driven creativity and data-led brand building, LG2 Group’s decision signals its readiness to lead rather than follow. St-Pierre’s arrival marks the beginning of a new chapter defined by ambition, experimentation and a willingness to evolve. For the agency, this is more than a leadership change: it is a blueprint for transformation at scale.
