The people
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Working at Sid Lee
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On the TechTO stage
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About
Two students founded Sid Lee in Montreal in 1993 under the name Diesel, renaming it in 2006 to avoid confusion with the jeans brand. It grew into one of Canada's larger creative agencies, with offices in Toronto, New York, Los Angeles, Seattle and Paris, working across branding, advertising, digital product, data and architectural and retail design. The Japanese group Hakuhodo bought a majority stake in 2015. Its Toronto office built a digital innovation practice under Matt Di Paola from 2014, and he took the TechTO MarketingTO stage in June 2018 to argue that creative work will not become a commodity.
Backers
Majority-acquired by the Japanese advertising group Hakuhodo in 2015; not venture-backed.
Quick answers
Why is it called Sid Lee?
It is an anagram of Diesel, the agency's original name. It changed in 2006 to stop being confused with the clothing brand.
Who owns Sid Lee?
Hakuhodo, the Japanese advertising group, which bought a majority stake in 2015.
What was its TechTO talk?
Matt Di Paola, then managing director of digital innovation, spoke at MarketingTO in June 2018 on why creativity will not become a commodity.