Sid Lee

· In 1993, Philippe Meunier and Jean-François Bouchard founded the advertising agency Diesel in Montreal.

· Diesel quickly made a name for itself with innovative campaigns: a radio-only campaign for Sleeman Breweries[1] and the creation of a fleet of graffiti-covered car wrecks for Pizzédélic pizza chain.

· With the rise of the Internet in the mid-‘90s, Diesel quickly went digital. The agency was one of the first in Quebec to build a commercial website.

· After having been one of Diesel’s clients, Bertrand Cesvet joined the company in 1997.[2] With the turn of the century approaching and a digital revolution about to transform the industry, Diesel merged with Stratège Media in 1999 and added Martin Gauthier and Daniel Fortier to their management team.

· This is also when Diesel began to develop a business relationship with Cirque du Soleil,[3] an organization that would go on to establish itself as an innovative creator in its industry.

· In 2007, Diesel changed its name to Sid Lee[4] to avoid being confused with the clothing brand. Sid Lee is actually an anagram of Diesel.

· In 2008, Sid Lee landed the global adidas Originals account.[5] In the midst of this partnership, the agency opened offices among the hustle and bustle of Amsterdam in 2008 and Paris in 2009, in what Bertrand Cesvet described as “a semi-controlled whirlwind of boundless enthusiasm.”

· In 2009, Sid Lee realized that the future of retail depended on a brand’s ability to attract customers to its stores and the way it interacts with its consumers. This thought led to the founding of Sid Lee Architecture.[6] Jean Pelland and Martin Leblanc founded this new branch within the agency.

· The Toronto office also opened in 2010,[7] an endeavour led by Vito Piazza.

· Sid Lee added an office in New York in 2012 and another in Los Angeles in 2014.

· In 2012, C2 Montréal hosted its first edition,[8] a unique event imagined by Sid Lee and Le Cirque du Soleil.

· During the 2013 Cannes Lions Festival, the firm announced the launch of Sid Lee Entertainment, aimed at creating engaging experiences and content for its clients.

· The firm was designed the Toronto Raptors’ We The North marketing campaign[9] in 2014.

· On July 6, 2015, Sid Lee was acquired by kyu,[10] the strategic operating unit of Hakuhodo DY Holdings, which is currently headed by CEO Michael Birkin.

· In October 20, 2017, Sid Lee Paris bought YARD,[11] a French creative and production agency.

· In 2019, Sid Lee continued its expansion into the United States[12] as Hornall Anderson, Infrared and Red Peak joined the agency. Digital Kitchen also became a member of its community of talents. In the wake of these developments, the agency strengthened its US presence with an office in Seattle.