At the core, cultivating belonging is about connecting with relevant communities at the community level rather than the individual level to drive short- and long-term marketing impact and value.
In a world where a geographic location is merely a pin, marketers have an incredible opportunity to create borderless experiences, fulfilling relationships and impenetrable scale.
Sid Lee works closely with our clients on everything from the brands and products they need to bring to market, the experiences they want to deliver to customers, and the communications and activations required to create demand, secure growth, and exceed customer expectations. Our focus includes:
Branding and Experience – We bring new brands and products to market, or help existing ones overcome anonymity, commodification, and stagnation.
Advertising & Marketing Communications – Online and offline, we deliver the activation required to create demand, secure growth, and exceed customer expectations.
Social – Our team provides unmatched global solutions for managing social media and creating high-impact campaigns that are culturally relevant and locally optimized. We consistently deliver newsworthy headlines, trending topics, and millions of dollars of earned media for our social clients.
Experiential – We’re behind the unforgettable and unexpected experiences that create epic customer loyalty.
Content & Production – At the heart of Sid Lee is the Sid Lee Studio one of the largest in-house creative and production teams in the industry. Our network of creators from around the world, coupled with our in-house studios and editing facilities, deliver quality work at the speed (and cost) of the internet. We are rethinking and challenging both traditional agencies and production companies by integrating technology, content, and consumer experience.
Digital Experience Platforms – We have over 200 experts who specialize in delivering exquisite and effective online experiences integrating seamlessly with our teams to deliver end-to-end CX.
Data & CRM – Tools & expertise to understand current customers, conquer best prospects and prevent defection. Developing models to improve client acquisition rates and build brand loyalty.
Architecture and interior design–Our team of architects and interior designers creates spaces that build brands, literally. From California to Japan, we’ve made a name for ourselves based on our user-centric approach, and our ability to transform retail spaces into experiential hubs by incorporating technology and communications into the design process.
CEO, USAs CEO of Sid Lee USA, Andy leads five creative companies spanning built environment experience design, brand development, premium entertainment storytelling and content, marketing, and CX design. His focus is on helping businesses lead through changing market dynamics, finding new ways to differentiate themselves, and transforming their organizations to unlock the pathways to growth. He has held global category leadership roles as both a client at Telstra and in research, strategy, branding, digital, insights, marketing, and communications as a service provider for Kimberly-Clark, UBS, Merrill Lynch, Kellogg’s, Intel, Microsoft, Adobe, and AT&T. Andy has led transformation, growth, and digital and customer strategy programs at Intel, 7-Eleven, Telstra, Interbrand, and The Leading Edge, as well as M&A programs and integrations at Thomson Reuters, UBS, and Forte Hotels. In his spare time, he feeds his lifelong cycling obsession and takes part in various fundraising initiatives related to cancer research and mental health.
Chief Creative OfficerCam is an award-winning creative director with over 20 years of international experience in entertainment and advertising. His gift for delivering ideas is matched by his ability to build and lead creative teams to deliver concepts and production. He has conceptualized and overseen campaign, marketing and event creative, as well as TV channel branding, program promotion and brand design. Having worked across platforms and on an international scale, Cam has guided creative teams on brands like Guinness, adidas, MINI, Vice and MTV, among many others. He has written for and directed renowned talent that includes Borat, Justin Timberlake and Tom Cruise, and holds a master’s degree in film. Cam is Danish, born in Kenya and grew up all around the world. He loves back country skiing and Japanese food.
Chief Strategy OfficerNirm is a multidisciplinary strategist with a track record of working beyond traditional planes of advertising and branding, innovation and culture. From two-person, garage-dwelling startups to 250,000-employee Fortune 10 behemoths, Nirm has procured solutions for brands of all sizes to better support their business goals. With an MBA from London Business School, Nirm’s professional pursuits have propelled him around the globe working with top tier agencies including MullenLowe, McCann-Erickson, and Interbrand, and most recently serving as Principal at Notch Strategy, a boutique strategy agency. From factory floor to boardroom, his willingness to listen, ability to condense complex decisions into a string of simpler ones, love for identifying the intersection of business, brand, and creativity, and fascination with consumer motivation and their decision-making process all contribute to what makes Nirm a valuable partner. In the spirit of rewarding hard work at the office, Nirm invests his cherished personal time in his family, keeping busy by taking to the slopes skiing and snowboarding, and hitting the lakes for some fly fishing—ideally, and ambitiously, all on the same day.
Head of Client PartnershipsMelissa has spent 20+ years as a client partner for brands such as Frito-Lay, HBO, E & J Gallo Winery, and Vizio. As an Executive Client Partner at Sid Lee, she's responsible for leading the Dos Equis business, overseeing all aspects of our engagement. Mostly recently at David&Goliath, she oversaw top-tier accounts, including the brand launch for New Amsterdam Vodka. A forward-thinking strategist, she's passionate about championing groundbreaking creative and has a track record of launching brands from the ground up, including award-winning Ally Financial. Her career includes time at other prestigious agencies such as BBH, Havas, and FCB. Melissa has also been a marketing consultant, helping companies articulate the driving force behind their brand.
VP of FinanceWith a passion for financial analysis, Tara brings over 20 years of experience with Interpublic Group agencies in Seattle and San Francisco, from FCB Health’s USA Controller via San Francisco to Chief Financial Officer for the three FCB West Coast USA operations. With analytics, thoughtful planning and educated advice, Tara provides real-time financial clarity while continuously driving toward strong financial performance. Her varied experience in small and large offices with clients from startups to global corporations, brings solid perspective and both time-tried and innovative ideas to agency-client arrangements and internal financial management. Tara enjoys volunteering for organizations supporting equity in education and healthcare for all children in the Pacific Northwest and beyond. She has a life-long love of downhill skiing, attending sports and live music events.
Head of Growth, USAAs Head of Growth, Annie is responsible for working with clients during initial stages of collaboration to help bring together the optimal teams and approach to meet clients’ needs and ambitions. Annie has 20 years of experience in building new client relationships and developing business solutions for clients through brand, digital innovation, design, and communications. She has a deep passion for taking a client’s business ambition and coupling them with world-class creativity to unlock opportunities for brands to connect with their audiences in more meaningful and long-lasting ways. Before joining Sid Lee, Annie has led the development of client relationships at Interbrand working with global brands across B2B and B2C industries. Her client experience includes: Avon, Citi Cards, L’Oreal, Madison Square Garden, Mary Kay, UGG, and Univision, among others.