With what they called "zero financial backing, a lot of humility, ingenuity and grit," L&C Founders and Co-Chief Creative Officers Gian Carlo Lanfranco and Rolando Cordova opened an ad agency in New York during a pandemic.
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And why not? Both award-winning founders grew up in Peru in the late 80s and learned much about turning limited opportunities into possibilities. “I think that’s sort of our philosophy, we grew up with this in our DNA,” Lanfranco said. “Some people might see the pandemic as a time to keep your job and be more safe, but it’s an opportunity to reinvent yourself too.” Both had served as global creative directors at McCann New York until 2017, then freelanced for a while before pursuing their dream to start an agency in May 2020.
Cordova says the agency has grown organically since it opened, but not without challenges: “It wasn’t easy in the beginning because you have to meet with a lot of people, try to explain your goals, values and you know, sometimes you get an opportunity and the process is hard and you lose. But when you start losing, hope literally appears, a spark of hope, and then you start moving forward.”
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Since L&C NYC’s official opening, and with only 11 employees in New York and Peru, the agency has quickly made a name for itself with major campaigns for brands including GE Lighting and Dole. Its startling “Malnutrition Labels” highlighting issues related to food insecurity and malnutrition by turning trash cans into "media" with labels on trash bags, trash bins, recycling bins and garbage trucks in New York City.