Sid LEE US Expansion:

Travis, Meunier and Derksen to lead second U.S. expansion

Montreal agency Sid Lee has opened an office in New York, its second U.S. venture since opening in Austin, Texas last year.

Will Travis

The new office will be led by former Dentsu America CEO Will Travis, who will be a senior partner and U.S. president. Sid Lee founder and creative director Philippe Meunier will relocate to New York and lead creative, and Lukas Derksen, Adidas business lead and Sid Lee partner, will also help helm the shop.
Travis has some prior experience bringing foreign agencies stateside, since he was the lead on British creative studio Attik’s push into the U.S. and steered the agency’s launches in New York and San Francisco. “Everybody’s business aspiration is to be successful in New York in some capacity, especially in the creative community,” said Travis. “New York is so receptive for innovation, and it’s only 60 minutes from Montreal.”
Another major reasons for the American expansion is the success of the “Take the Stage” campaign for Adidas’ Olympics sponsorship this year, which Travis says has drawn the attention of U.S. marketers. Brought to you by www.momediainc.com