LG2’s Digital Team Just Became Its Own Agency

REF Digital launches as Montreal independent bets big on global e-commerce specialization

LG2, Canada’s largest independent agency, just spun off its entire digital team into REF Digital, a standalone e-commerce powerhouse. The move comes as lg2’s Digital Experience Group evolved from a 2017 startup into a specialist team that fundamentally outgrew the traditional agency structure.

The spinoff positions REF Digital as a global e-commerce specialist with the agility to serve international clients faster than traditional full-service models. Based in Montreal, Julie Pilon takes the helm as partner and president, joined by Nicolas Baldovini as Partner and Chief Creative Officer, and Romain Prache as Partner and Vice President, Product.

The Team That Outgrew Its Agency

lg2’s Digital Experience Group built a track record handling comprehensive work for major clients like Hydro-Québec, spanning everything from interactive experiences to smart home apps. The portfolio demonstrated remarkable breadth, ranging from large-scale e-commerce platforms to mobile applications utilizing VR, AR, and AI technologies.

“Innovative digital solutions, market realities and brand needs require tailored support,” said Pilon. “With REF, we’re entering a new era with a well-established team that embraces agility for the benefit of brands.”

Leadership Built for Digital-First Thinking

Pilon brings over a decade of digital client services leadership at lg2, a Worldwide Partners, Inc. agency, building the relationships that grew the Digital Experience Group from inception to its current scale. Her strategic approach focuses on connecting business objectives with technical execution.

Baldovini co-created lg2’s Digital Experience Group in 2014 after six years at Publicis’s Nurun working on international projects. His recent creative leadership has earned recognition including ADCC Design Agency awards.

Prache rounds out the leadership as Partner and Vice-President of Product, bringing 16 years of technical expertise. The technologist champions REF’s “Move Fast, Build to Last” philosophy through MACH principles—microservices-based, API-first, cloud-native and headless architecture.

The Digital Market Won’t Wait

The move addresses a fundamental shift toward specialized digital expertise. Global digital transformation spending accelerates toward $3.4 trillion by 2026, while brands increasingly need partners who understand the technical complexity of digital retail platforms.

lg2’s approach leverages Montreal’s unique advantages as a major gaming and tech hub, while government incentives provide competitive advantages for international clients seeking cost-effective digital innovation.

Built Different From Day One

REF Digital’s positioning manifests through lean teams building on robust technological foundations using composable MACH architecture that scales with client growth. The service portfolio focuses intensely on e-commerce platforms and digital experiences for global retailers, with specialized expertise in B2B and B2C transformations.

“Our name is full of meaning: we find the point of reference that connects the dots between strategy and business, technology and design,” Pilon explained. “Our strength lies in our interconnected range of expertise, which has everything it takes to elevate the e-commerce game.”

For the indie agency community, lg2’s approach offers an interesting model: rather than losing digital talent to venture-backed startups or consulting firms, they’re creating specialized units that can compete for sophisticated digital work while remaining part of the broader agency ecosystem.