Laura Serra (left) and Darra Naiman (right)
Les Squeak Marks First Year of Media Services With High-Profile Wins and a Model Built for the New Marketing Economy
With new client wins and a senior-only model, the independent agency is positioning itself as a lean alternative to holding companies.
Independent creative agency Les Squeak, now in its third year, is redefining the agency model as it marks the first year of its media division, securing major client mandates across Canada and the U.S. — including Peel Regional Police, Westeck Windows and Doors, Unbound Merino, and California Wines in Canada.
Founded by Laura Serra and Louis-Nicolas Imbeau, Les Squeak is now co-led by Partner Darra Naiman, who joined last year to launch the agency’s media practice. Laura and Darra had previously worked together on award-winning Converse campaigns, with Converse becoming Les Squeak’s first client.
Expanding into media was a natural next step for Les Squeak, aligning with its low-overhead, senior-only model that offers clients a flexible alternative to holding companies. As mergers and layoffs push senior talent outside big agencies, many brands are paying more for less, with day-to-day work left to junior teams. Les Squeak flips that model by giving every client direct access to specialists with 10+ years of experience on custom-built teams that are fast, efficient, and collaborative.
First-year media highlights include:
Media Vendor of Record wins with Western University, University of Guelph, and the Government of Ontario (creative services).
New media client wins: Peel Regional Police (360° media), Westeck Windows and Doors (360° media), Unbound Merino (Traditional Media), California Wines in Canada (paid and organic social media).
Two markets served: Canada and the U.S.
“Clients are under pressure to do more with less,” said Darra Naiman, Partner, Les Squeak. “Our model reduces overhead and ensures every dollar goes toward senior talent. That’s why we can move faster, think deeper, and deliver work that’s squeaky clean and impossible to ignore.”
“We chose Les Squeak as our media AOR because we were impressed by their senior team model—experienced experts doing the work directly, without layers of overhead. Their proven knowledge of the alcoholic beverage space made them the right partner for our social media in Canada,” says Danielle Giroux, Canadian Director, California Wines.
As Les Squeak heads into its second year on the media side, the agency is expanding market coverage in Canada and the U.S., investing in new research tools, and continuing to grow through referrals and partnerships with independents in parallel skill sets.
On the creative side, Les Squeak came off a strong spring with Converse and a partnership with global musician Kaytranada,and most recently launched a fall campaign for Psycho Bunny that included concept and creative campaign development, production, and in-studio ecommerce photography. Looking ahead, the team is announcing a new relationship with PEN Canada, a non-profit that promotes literature, helps free persecuted writers from prison, and supports exiled writers living in Canada.
“Our vision has always been about building brilliant teams that break the traditional agency mould,” said Laura Serra, Founder, Les Squeak. “We’re excited to prove there’s a better way for clients — and for talent.”
About Les Squeak
Les Squeak is an independent creative agency specializing in brand and creative strategy, integrated campaign development and production, and media research, strategy, planning, and buying. Founded by Laura Serra and Louis-Nicolas Imbeau, and joined by Partner Darra Naiman, the agency builds custom, senior-led teams designed to deliver innovative, efficient, and impactful campaigns.
lessqueak.com
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