luxe collective group

Welcome to
luxe collective group

luXe collective group is a premier and trusted strategic marketing & media investment firm, helping brands define the business strategy that informs where, how, and why marketing investments are made, ensuring every decision is aligned with long-term brand growth.​

our story

We are more than a media buying agency. We partner with brands to develop full-funnel investment strategies, communications architecture, audience frameworks, channel priorities, and growth roadmaps that align marketing investments with business objectives.
Our senior team provides thoughtful strategic counsel, white-glove service, and hands-on execution, continuously monitoring, optimizing, and refining campaigns to maximize performance throughout every stage of the customer journey.

Our mission is to serve as a true extension of our clients' marketing organizations, delivering a performance-first approach that maximizes the impact of every media investment. We are equally committed to building an agency that attracts, develops, inspires, and retains exceptional talent while helping our clients achieve sustainable business growth.

Leadership

luXe collective group

Alyce Panico - luxe collective group

Alyce Panico

Chief Executive Officer


Alyce leads Agency operations while guiding the team to excellence. Armed with 20+ years, specializing in premium goods and retail, she offers unique perspective. Always proactive, Alyce strives for high touch service, curated negotiations, and innovation. A custom approach to all partnerships, she brings clients ideas for success.

Dieter Gonzales - luxe collective group

Dieter Gonzales

EVP Chief Financial Officer


Dieter is a results driven, resourceful financial manager with a proven track record and the ability to build strong relationships both outside and within the agency environment. He supports our clients and the agency team with his strong financial control and reporting skills while also rigorously ensuring that all statutory & corporate obligations are met.

Dennis Santos - luxe collective group

Dennis Santos

VP, Integrated Strategy


Dennis has 20+ years as a media planning leader creating cross-channel strategies for many acclaimed brands. He has extensive experience in luxury, retail, wellness, and technology. His background extends across digital and traditional, executing awareness and conversion campaigns. In his spare time he travels, cooks, and coaches youth sports.

Justin Williams - luxe collective group

Justin Williams

VP, Integrated Strategy


Justin comes with 17+ year Media experience across multiple categories including Auto, Travel, Entertainment Pharma, and an extensive background within the Luxury Fashion/Jewelry/Watch vertical. He uncovers the “wow factor” with his creative and thoughtful approach to media while providing first class client service.

Hyun-Jung Noh - luxe collective group

Hyun-Jung Noh

VP, Director of Creative
and Digital Services

Hyun-Jung oversees all aspects of creative and digital campaigns. She brings diverse knowledge gained through global experience to our client base. Collaborative and results-driven, she develops cross-platform solutions for various sectors including fashion, food, and travel. Hyun-Jung is a Fulbright Scholar and is recognized by the Type Directors Club and The New York Times, among others.

Lissette Lopez - luxe collective group

Lissette Lopez

Director of Finance and Human Resources

Lissette wears several chic hats at the agency. As a Finance lead with over 15+ years of experience, she is well versed in all aspects of client billing, budgetary management, and accounting. As an HR professional, she oversees employee recruitment, retention, and growth. Lissette also has a pivotal role in office operation management.

Andrian Andreev - luxe collective group

Andrian Andreev

Associate Media Director, Integrated Strategy

Andrian is a methodical and data driven professional. He has grown his experience in the premium and luxury space throughout various media channels such as Digital, Print, and OOH. Andrian takes pride as a team leader and values sharing his knowledge training junior staff. He brings a strong understanding of competitive and targeting data to help guide various client and new business projects.

Walter Coyle - luxe collective group

Walter Coyle

Chairman Emeritus


Walter guides agency activities, partnerships, and growth. He brings 30+ years of experience working at a variety of full service agencies and independent media agencies. He is creative, curious, has a wealth of experience with luxury and premium brands, and is passionate about continuing to build an innovative media agency for the future.

Approach

luXe collective group is a full-service integrated media and communications agency. We employ an agnostic approach to our craft, as we are equally passionate about all media platforms. We specialize in understanding the hearts, minds, media habits and behaviors of consumers who are willing to pay more for premium products and services. Our approach toward curating media choices goes beyond science, extending to the proper amplification of brand messages, always in highly compatible editorial environments. Every program we endeavor across paid, owned, earned or shared, is highly negotiated and optimized to ensure maximum (though targeted) exposure. These efforts ensure that our clients’ budgets are extended well beyond their investments.

Media Research

Analytics

communications strategy

planning and buying

Capabilities

Whether in-house or through established strategic alliances, our services are tailor-made for each individual client. Our Capabilities include:

Media Strategy

  • Full-Funnel Marketing Support
  • Define Measurable Goals
  • Plan Development per KPI
  • Budget Optimization

Media Mix Analysis

  • Custom activations with international talent firms, amplified across multiple media channels (usage negotiated)
  • Tik Tok Brand Creator programs (optioned through the platform)
  • Media leveraged influencer programs with prominent content publishers

Target Analysis

  • Custom audiences built per platform considered
  • LCG uses syndicated tools, proprietary algorithms, and works with each media partner to craft specific audience segments

Research

    Custom studies in partnership with:
  • Ipsos
  • Kantar Millward Brown
  • Google / YouTube
  • Site Direct Partners
  • Zeta Global

Planning Tools

  • MRI
  • Ipsos Affluent Study
  • Comscore
  • Nielsen
  • eMarketer
  • Kantar (competitive)

Reporting / Optimization

  • 3rd Party Ad Serving
  • Advanced Attribution Modeling
  • Customer Data Analytics / Intelligence

Digital Video

  • Optimal spot mix analysis
  • A/B Creative Testing
  • Curated site lists
  • Negative Keyword / Whitelist / Blacklist to reach best prospects

Site Direct

  • Custom Content
  • Influencer Partnerships
  • Social Amplification Extensions of Partner Handles
  • High-Impact Takeovers
  • Best-in class programming
  • SOV/SOP

OTT / Streaming

  • Platform Analysis
  • Creative Best Practices / Guidance
  • Negotiation for optimal rotations

Print

  • Investments, positions, added value programs negotiated / secured
  • Moderation of meetings between editorial and publishing teams
  • Monitor vitality of publications

Paid Social

  • Advanced Layered Targeting
  • Conversant on all platforms
  • Campaigns: Conversion, Consideration, CTA, CRM, Qualified Traffic, etc.
  • LCG proprietary audience modeling

SEM

  • Determine most effective metrics and conversion goals
  • Development of keyword target list
  • Daily/weekly bid management to maximize site traffic / engagement
  • Weekly creative optimization

Linear TV

  • National / Regional
  • Negotiate for advantageous pricing and programming
  • Standards / clearance / traffic guidelines, pod position instruction, allowances, etc.

Outdoor

  • Market viability & opportunity overview
  • Negotiate & secure all locations
  • POP / Completion Photos

Radio

  • Define optimal stations per market
  • Recommended Daypart Mix
  • Negotiation of various units: standard, live, show integration, sponsorship, etc.

Programmatic

  • Access to 2.5 Bn data points
  • Custom taxonomy tool
  • Curated retargeting
  • Quality prospecting
  • Sequential messaging

Podcast

  • Programming analysis
  • Custom integrations
  • Sponsorship negotiations

Traffic Management

  • Cross-checking that specs across all media match media plan
  • TV to pass clearance / ISCI code generation, etc.
  • Digital: LCG works with Flashtalking (3rd party ad serving partner) to get conversion pixels and tags set up
  • QA testing

Influencer Marketing

  • Custom activations with international talent firms, amplified across multiple media channels (usage negotiated)
  • Tik Tok Brand Creator programs (optioned through the platform)
  • Media leveraged influencer programs with prominent content publishers

Attribution Modeling (Studies)

  • Cross-channel attribution
  • Consumer path to purchase analysis
  • Algorithmic cross-device recognition
  • Define best media outlets for continued investment

Custom Reports

  • Affinity Analysis
  • GDS Custom Dashboards
  • GA Analysis
  • Global KPI charts

Experiential Activations

  • Location analysis and designation
  • Negotiation of entire activation
  • Partner company initiates permits, ordinances, build outs, talent, staffing, routing, etc.

Creative Services

  • Digital, video, and social banners / ad adjustments
  • Print resizing / copy adjustments
  • Creative best practices shared per channel

PR to Media Value Analysis

  • Evaluation of editorial credits earned (as supplied by the brand)
  • Media equivalent value calculation
  • Performance analysis per partner

Our Clients

luXe collective group represents some of the finest luxury and premium brands in the world. It’s intimate understanding of how to properly represent these brands in the media world is a responsibility we take very seriously.

Our Work

luXe collective group prides itself on maintaining the utmost discretion regarding our clients' results and therefore has elected not to publish case studies online.

We are tremendously proud of the results we have achieved for our clients and would welcome the opportunity to discuss this during an in-person meeting or share once properly vetted.

Please reach out to alycep@luxecg.com for more information.




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Contact Us

For general inquiries, please reach out to:
212-627-3300 | info@luxecg.com


For employment inquiries, please reach out to:
212-488-5157 | jobs@luxecg.com


For new business inquiries, please reach out to:
Alyce Panico | CEO | 212-488-5146 | alycep@luxecg.com

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