Introduction

Course content (6 lessons)

Sid Lee is an unconventional branding and advertising company helping top brands reach more customers around the world. The name, Sid Lee is an anagram of Diesel (the companies original name, changed to end brand confusion with Diesel jeans).

The chairman and co-founder, Jean-François Bouchard shares how the company is not a traditional 'agency' and who they reach with their work.

[MUSIC PLAYING] JEAN-FRANCOIS BOUCHARD: [INAUDIBLE] is a creative company that's established in five cities around the world, Montreal, Toronto, New York, Los Angeles, and Paris. We have about 600 professionals working at Sidley. And what we do basically is we help brands around the world market themselves by breaking down the barriers between disciplines.
So it's a bit hard to classify [INAUDIBLE] a lot of people will call us an ad agency. But in truth, it probably represents a third of what we do. We're also involved in interactive, architecture, interior design, content, all kinds of disciplines that are useful today to build something meaningful. We see advertising as one of the many tools in the toolbox. And we've been thinking this way for 25 years.
And we weren't never classically trained as ad people. So for us, the notion that a consumer sees a difference between a TV ad, or an app, or a store, we believe is a complete fallacy. For consumers, these things are all interactions, where they form an opinion of what the brand is.
So right when we started working in this industry, we never accepted to be pigeon old and be told that you guys are designers, or you guys are interactive people. Well, we were told, but we just never acknowledged it. And I think that today in order to create a coherent brand experience, it is super important to not think in terms of different disciplines or boundaries between disciplines.
And the most progressive companies just don't.

Introduction

Course content (6 lessons)

Module 1: Transformation or Extinction

01 |Module 2: The Consumer is the Medium

02 |Module 3: Consumers Aren't Just Consumers