Yoann Latouche: YLG is a 360° communication agency, a reference in the animal universe. Our strength: our experience, our approach (human), our style (all terrains), our convictions (sincere), our passion (communicative). And above all, the only agency in France specializing in the animal world. The principle: boost business, develop notoriety and act digitally to make known all the edges of a brand, an SME or simply a product or service. We support more than 50 brands specializing in the animal world in France and abroad.
Our 4 business areas:
- Consulting & Auditing: MKG – Communication – Distribution- Marketing
- Digital and influencer campaign
- Media, public relations and casting
- B2B B2C event
How did this idea come about?
YL: My grandfather gave me a passion for animals since childhood. I started at the age of 11 at Vannes SPA as a volunteer. Then, around my teens, I passed my canine educator monitor. At the same time, I bred Berger Blanc Suisse and Maine Coon. At the age of 14 I joined the MFR in Guilliers where I passed a BEPA and a BAC Pro driving and managing canine and feline breeding. These studies were alternating, so I worked in different structures: veterinarian, canine educator, canine and feline boarding school, SPA, breeding…
At age 18, I started a commercial dog and cat food job. Very quickly, I started working for the Eukanuba brand (Procter & Gamble) where I held the position of brand ambassador. After 7 years working for this brand, I decided to launch my own entrepreneurial adventure. Passionate and expert, in 2016 I created YLG, the agency that I imagined to be familiar, authentic, a true partner of brands aimed at pets.
Success was overwhelming with the arrival of one customer, then 10, then 40. Word of mouth allowed me to expand the team and now be surrounded by more than 16 employees, all passionate and specialists in communication and in the world of pets. Cats, dogs, snakes, birds, rabbits… there are no secrets for the YLG team.
What are the company’s short-term goals?
YL: The short-term objective is to continue developing partnerships with companies that work with animal welfare. We are there to connect them with their targets, whether they are pet owners or professionals: associations, breeders, veterinarians, groomers, educators… In short, to provide close monitoring, listening and sharing with our customers.
To act, we just launched the website Pets Genius.com, aimed at individuals and influencers. This site will facilitate exchanges and free product trials between individuals and professionals, with consideration for posting a review. This new site is a real springboard for brands and will allow you to get certified feedback.
What is your business model?
YL: It’s very simple. Depending on the actions performed for each client, we invoice in the form of fees per month. Like all communication agencies, we are linked to the means and not to the results.
Why did you choose to be an entrepreneur?
YL: It wasn’t a basic motivation. I never said to myself “I am going to be an entrepreneur”. After leaving Eukanuba, where I had a lot of freedom… she told myself that it was going to be difficult to be an employee in what was perhaps a more traditional position. So I started and it wasn’t always easy. I never regretted it so much. Each past day is different and brings surprises. I like the fact that we support many different clients, from large groups to start-ups. I like to do different things. That’s why I’m also the host of “La Touche Animale” on Brut and a columnist for the show “William à Midi” on C8. A week should be sporty and full of adventures. The life of an entrepreneur is certainly not for everyone. For me, it is a true source of well-being.