New human-centric branding reflects the importance of collaboration in the Advertising Industry

In Canada’s agency landscape, Sid Lee has been seen as the hip, stylish young shop exemplified in lifestyle- and performance-focused work with clients like Adidas, Cirque du Soleil, Sport Chek and the Toronto Raptors with its “We The North” campaign.

Better collaborators

Bertrand Cesvet, CEO of Sid Lee, says “The best agencies are going to be the ones who are better collaborators.”  “The days when a client is going to be systematically using a single agency for everything are more or less finished. There is still going to be some of that, but we also see big brands all over the world saying they’ll put several agencies together. I want to be part of that process, and that also includes being an agency that includes the client in that discussion and collaborates with them.”
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