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What we do and why we do it

LUZ was founded in 2010 from the heritage of the legendary Italian photojournalism agency, Agenzia Grazia Neri. Today, LUZ is a content marketing agency with the mission to create, protect and spread high quality stories based on truth, relevance and strong authorship.

We do this because as a media in the age of disintermediation we have an important responsibility: highlight new perspectives and fight prejudice. In an increasingly hyperconnected world, we want to provoke conversations centered around humanity.

Our method and values

The integration of skills coming from publishing, advertising and consulting led LUZ to become the first communication agency with roots in photojournalism. This is fundamental to our DNA; it is what makes our approach unique. We work with editors, B2B and B2C companies to share stories that go beyond the obvious and gain trust naturally through empathy and authenticity.

LUZ’ values are Love: sharing our passion for storytelling; Freedom of expression: for our authors and collaborators; Courage: searching for stories or angles that others choose to overlook; Respect: educating ourselves on the entire story and starting a dialogue; Gratitude: towards our authors, collaborators and clients who make this all possibile; Transparency: choosing an honest and open perspective in every storytelling.

The latter relates to LUZ’ commitment to protect copyright at all costs, requiring that our authors be cited in all publications and projects, guaranteeing the visibility of those who depend on it. For the same reason, LUZ does not sell the reproduction rights of any creative work for an unlimited amount of time, but rather regulates the duration of the cession period with proper compensation, even for extended periods.
 
At the base of every story is trust, not just between us and our clients, but with the public.

See our report on LUZ' social impact

Ourservices

Analytics

People dedicated to the development of analysis on network conversations, on market trends, and on the history of LUZ projects: because we believe it is better to listen before speaking. This is essential to better address the authorial direction of the contents.

Strategy

The interface to the customer for all aspects related to the project life cycle: they manage content strategies supervise content production, and related predictions and measurement of benefits for the customer.

Publishing

Besides analysis and strategy, content is needed: the publishing people follows the strategic direction and creates editorial contents for LUZ and for the clients’ platforms, supporting the coordination of video, photo, text, and graphic productions, signed by LUZ most suitable authors.

Children standing inside the metro and going to school

OurTalents

LUZ is a growing open network and nowadays counts more than 500 professionals around the world carefully selected by means of authoritative criteria: what is their focus, their passion for the theme, their sense of responsibility in handling the story and their ability to find new perspectives and new narrative approaches.

500

talents are part of our network

46

use the video to tell the stories

59

are instagrammers

35

textual authors

266

from Italy

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