5 Minutes with… Sarah Laird
Earlier this year, global talent agency Laird and Good Company announced its move into commercial production with the launch of a full-service production division.
The company was founded in 1989 by Sarah Laird. Since then it has represented a top-tier group of multi-disciplinary artists from photographers to stylists, producing still photography shoots for a wide range of brand sectors. Inspired by her artists' penchant for storytelling, Sarah identified an opportunity to build a much more extensive and integrated offering to advertising agencies and brands. The new production division is driven by head of business development / executive producer Kirsty Meares, and helmed by new director of production Jenny Lumpkin. The production company’s signature offering is a roster of 15 directors that specialise in both video production and high-end photography, with the ability to produce both for integrated brand campaigns under one roof.
In light of all of this, LBB's Addison Capper caught up with Sarah about her plans for commercial production, getting her start in business on Wall Street, and her passion for identifying and mentoring young talent.
LBB> Laird and Good Company has been in operation since 1989, but you recently launched a full service production company. What inspired that shift? And how is it going so far?
Sarah> The decision to expand into a full-service production company felt like a logical progression for us. Over the years representing talent, we noticed a common thread among some of our artists – they were incredible storytellers. We wanted to stand by them and provide support as they ventured into new creative territories.
Over time, our clients began to place a deeper trust in us. They saw Laird and Good Company as more than just intermediaries; we were problem solvers who could dive into the heart of their needs. It all starts with nurturing a strong relationship with the artists, which opens up the potential for even more collaborative projects. And having the right team in place is key – those who share the same vision and are dedicated to supporting the artist's journey.
As for how things are going, it's been an exhilarating ride so far. Of course, there are challenges, as with any creative endeavour, but it's like immersing ourselves in a new language. I keep saying I feel like I’m in school again!
The learning curve keeps us motivated and driven; overall we are very excited and we're embracing the journey and looking forward to what lies ahead. One thing I am always super aware of is that I wouldn’t be so lucky and Laird would not be so successful if it wasn’t for all of these talented creative people around me!
LBB> How are you finding the challenge of representing directors in the moving image space after operating as a photographic agency for so many years before?
Sarah> We have been representing creative minds since the beginning, working with them to bring their vision to life. Our approach remains the same, whatever the medium. It’s been a smooth transition in that way, especially for the storytellers on our roster. Expanding into full-scale production is a new service we offer, but it will always be about nurturing and showcasing the creative voices that make great stories come to life.
LBB> You're really passionate about identifying talent early and mentoring them from the ground up. Firstly, what are the keys to identifying that kind of talent? What are the essential qualities you look out for?
Sarah> There are a few key qualities I always keep an eye out for. Firstly, believing in the work is essential. it's crucial that there's a genuine spark and connection between us. Speaking the same language and having that initial connection lays a solid foundation for our journey together. It is important that the talent is truly invested in and passionate about what they do. It's more likely that they'll excel and make a significant impact.
Aligning with our client's vision and needs is also a must. When the talent's work resonates with our clients, it sets the stage for a successful partnership and collaboration. Additionally, I absolutely love it when artists integrate their work seamlessly into their day to day lives, their dedication to the things they love shines through in their work and adds an extra layer of authenticity, and like they say, it doesn’t feel like work, it’s just their everyday…
Lastly, I'm always on the lookout for individuals who want to engage as partners strategically. This collaborative approach ensures that we're providing mentorship and co-creating a path to success. In essence, identifying talent early and nurturing them from the ground up involves a mix of connection, belief, passion, alignment, and a strategic mindset.
LBB> What is your approach to mentorship?
Sarah> From the start, our relationship with our talent is a partnership, this is honestly one of my favourite parts of the job. Our role as mentors revolves around strategy and goal setting. I believe in crafting plans and paths to guide and nurture careers, ensuring growth and development for artists. This helps us enjoy the process and achieve collective success
LBB> How did Laird and Good Company come to be in the first place? What inspired you to launch the business and what are some of the biggest memories from that time?
Sarah> Believe it or not, I come from a Wall Street background, having landed there after a degree in Library Science where I fell in love with the ordered chaos of information. Although a far-cry from what I do now, my time in a brokerage firm honed my love for information and detail, and piqued my curiosity for meeting new people. However, I realised what was missing was creativity. By chance, I was introduced to a friend of a friend, and landed in the fashion industry with one of New York’s big talent agencies.
One day two friends, a makeup artist and photographer, asked for a favour and I reluctantly agreed. With that, Laird and Good Company was born. What started by taking a few calls on behalf of friends, has evolved into a career that has given me the opportunity to represent some of the most incredible artists from all across the world. The entire experience, day in and day out, has truly been a gift. And most importantly, over time, this role revealed itself to be my passion: connecting artists with creatives to bring ideas to life.
With our home base in New York City, the business grew organically, and eventually took our team to Europe and beyond. We now also have a London office, managed by my daughter Charles Laird.
What began as a small favour has grown into a cherished community of hundreds of people: directors, photographs, stylists, creatives, and brilliant clients. I am so proud of our incredible team for building this agency, brick by brick, with expertise, dedication, and care.
When it comes to memories, there are too many to recall just one. But, I will say, when I look back, I think about how important it has been to meld my family life and values with those of my business. I am proud to be a mother of four and a female business owner. I always worked to blend the two worlds into one, and walking that line, bringing everything and everyone together, has given me so much to be thankful for. I can’t imagine having done it any other way.
LBB> We've spoken about your leadership responsibilities and need to nurture talent, but is there someone in the industry that you look up to or someone that has been a great mentor?
Sarah> I've always found inspiration from photo editors – they possess a unique taste level and a particular eye that's truly remarkable. A few great women stand out to me. Jody Quon for her ability to curate visuals that evoke emotions and tell powerful stories through imagery and Kathy Ryan's work and dedication has also left a lasting impression on me.
On a personal note, my brother Jay Wellons has been an incredible mentor to me. As an accomplished surgeon, he not only excels in his field but also approaches his work with deep care and compassion. Learning from him has shown me the value of knowing when to guide and step back, as well as how to invest in the growth of emerging talent and staff as well while genuinely caring about their development.
All these influences, whether from the photography world or from my own family, have collectively shaped my leadership style and commitment to nurturing talent in a meaningful way.
LBB> You're also really passionate about sustainability - how do you channel that passion into the way you run and operate your business?
Sarah> The world will face significant challenges if we don’t prioritise caring for the environment. I've learned a lot about sustainable practices from my kids attending the Green School in Bali, which inspired me to bring those principles to my agency. We started with small steps like offering 'green' client gifts, and from there, we gradually transformed how our office operates to become more environmentally cognizant. This journey progressed into focusing on sustainable productions, leading us to join 1% for the Planet. I believe in the power of incremental changes – those small shifts can add up and lead to substantial positive impacts when given the time and space to grow.
LBB> Outside of work, what do you like to get up to and what motivates you?
Sarah> Recently, I attended Rencontres d'Arles photo festival, which perfectly encapsulates everything I adore – a mix of community and contemporaries, exceptional creative talent, engaging classes and information, and an unending curiosity that keeps me going. The infusion of beautiful art and boundless creativity there truly calms me.
When I'm not working, I find joy in participating in retreats alongside like-minded individuals. In fact, I've started hosting retreats at our Mississippi home, continuing to foster that sense of togetherness that drives me. It all circles back to the power of community.
