Alyce Panico + Luxe Collective Group
Legacy of Luxury
For over two decades, Alyce Panico has been a driving force in luxury and premium brand media strategy. As CEO and owner of Luxe Collective Group (LCG), a full-service media planning and buying agency, Panico leads a team of 25 in crafting high-impact, results-driven campaigns for some of the most prestigious names in fashion, beauty, jewelry, hospitality, and retail. LCG operates with a singular mission: to optimize every media dollar while delivering white-glove service and measurable results for clients that include La Prairie, Swatch Group’s Prestige Brands (Breguet, Blancpain, Glashutte Original), Regent Seven Seas and Oceania Cruises, Lafayette 148, Parlux Fragrances, and Wacoal.
Panico is deliberate in choosing clients, prioritizing brands with a shared vision for growth and long-term success. “We grow together,” she said. Transparency is also key. “Anyone who says things are great all the time is lying. It’s about trying new things, owning successes, and learning from mistakes.”
Panico’s journey into advertising was inspired by her father, a vice president of marketing who worked for brands like Campus Sportswear and Le Tigre. Growing up on Long Island, she was fascinated by the energy of a marketing production, often accompanying her father on a commercial set and catching the advertising bug early. While attending Dowling College, she worked her way through school as a hostess and daycare assistant. A pivotal advertising elective, where students built media plans from the ground up, solidified her career path.
After college, she joined Deutsch Inc., then a powerhouse in the industry, where she was placed on the Ikea and Grand Marnier accounts. There, she met her mentor, Walter Coyle, who instilled in her the value of deep industry knowledge
and immersive learning. Panico quickly became an expert in the beverage alcohol and spirits advertising space, meeting with trade publications and industry insiders to accelerate her expertise.
Her next move took her to Calvin Klein, where she managed in-house advertising across categories from collection to home to apparel. “I had stars in my eyes,” she recalled. Calvin himself was a fixture at the office then, where she thrived in the dynamic environment of a globally recognized brand with significant advertising budgets.
In 2002, Panico joined Pedone & Partners, a full-service agency that later evolved into Pedone Media. By 2007, the firm had expanded its portfolio to include top-tier clients in hospitality, travel, fashion, and retail, playing a critical role
in launching H&M in the U.S. and managing campaigns for Lacoste, Swatch Group, and Hermès. When Mr. Pedone retired in 2014, Coyle purchased the agency and rebranded it as Luxe Collective Group, reflecting its commitment to premium brands and high-touch service.
In 2023, Coyle took a step back, continuing to advise in a chairman role, and Panico assumed the role of CEO and proud owner of the agency she helped build. Over the past year, she has refined her leadership style, learning to delegate and empowering her vice presidents to oversee daily operations. She also immersed herself in the financial, legal, and logistical aspects of running a global agency, gaining new perspectives on taxation, healthcare costs, and organizational growth with a keen eye on team building efforts.
Beyond her role at LCG, Panico is deeply involved in the industry and recently took on the role of chairperson of the board for Fashion Group International, an organization championing mentorship and innovation for the next generation of fashion designers and industry professionals.
Panico has called the NoMad neighborhood home for her business for the past 16 years, valuing its central location and easy commute for her team. Her rule of thumb: no more than a 45-minute commute, an important factor as she balances her career with family life in Syosset on Long Island, where she lives with her husband and two children, a 16-year-old son and a 14-year-old daughter.
When in NoMad, she enjoys unwinding at some of her favorite spots, including Zaytinya, L’Amico, Scarpetta, Cecconi’s, Inday NoMad, and Sweetgreen — places that reflect the neighborhood’s dynamic blend of luxury, creativity, and convenience, much like the ethos of Luxe Collective Group itself.