Yoann Latouche: YLG is a 360-degree communication agency, a reference in the animal world. Our Strength: Our Experience, Our Approach (Human), Our Style (All Terrain), Our Convictions (Honest), Our Passion (Communication). And above all, the only agency in France specialized in the animal world. Principle: Promote business, develop goodwill and digital performance to publicize all the rough sides of a brand, SME or simply a product or service. We support more than 50 animal brands in France and abroad.
Our four areas of expertise:
- Consulting and auditing: MKG – Communications – Distribution – Marketing
- Digital influencers campaign
- Media, public relations and transmission
- B2B B2C event
How did this idea come about?
YL: My grandfather, since my childhood, gave me a passion for animals. She started at the age of 11 as a volunteer at Vannes SPA. Then, around my teens, I passed a kennel monitor. At the same time, I raised Plank Swiss and Maine Coon burgers. At the age of 14, I joined the MFR of Guilliers where I passed a BEPA and BAC Pro for driving and managing a kennel and cattery. These studies were rotating, so I worked in different structures: veterinarian, dog educator, dog and cat boarding, spa, breeding…
When I was 18 years old, I started a dog and cat food business. Very quickly, I started working for the Eukanuba brand (Procter & Gamble) where I served as a brand ambassador. After 7 years working for this brand, I decided to launch our own entrepreneurial adventure. Passionate and experienced, YLG created in 2016, the agency imagined to be family-friendly, authentic and a true partner for pet-focused brands.
The success was impressive with the arrival of a client, then 10, then 40. Word of mouth allowed me to expand the team and be surrounded today by over 16 collaborators, all passionate and experts in communication and the pet world. Cats, dogs, snakes, birds, bunnies…they have no secrets for Team YLG.
What are the company’s short-term goals?
YL: The short-term goal is to continue to develop partnerships with companies working in the field of animal welfare. We exist to connect them to their goals whether they are animal owners or professionals: associations, breeders, veterinarians, groomers, educators… Finally, to provide close support, listening and engagement with our clients.
For performance, we just launched Pets Genius.com, aimed at individuals and influencers. This site will facilitate exchanges and free product tests between individuals and professionals, subject to publishing a review. This new website is a real starting point for brands and will allow them to get verified feedback.
What is your business model?
YL: It’s very simple. Depending on the actions performed for each customer, we bill them as a monthly fee. Like all communications agencies, we are bound by means, not results.
Why did you choose to be an entrepreneur?
YL: It wasn’t the primary motivation. I never said to myself, “I’m going to be an entrepreneur.” After leaving Eukanuba, where I had a lot of freedom… I told myself it would be difficult to be employed in a position that might be more traditional. So I started and it wasn’t always easy. I have never regretted much. Every day he spends is different and holds his share of surprises. I love the fact that we support very different clients, from large groups to startups. I like to do different things. Which is why I’m also the host of “La Touche Animale” on Brut and columnist for “William à Midi” on C8. The week should be sporty and adventurous. The life of an entrepreneur is certainly not for everyone. For me, it is a true source of well-being.