“Here to Create Work That’s Unlike Anything Else Out There”: Marie-Lise Campeau Discusses Her Move to Sid Lee

Early last month, a big announcement came out of Sid Lee when it was revealed that Marie-Lise Campeau would be taking on the role of global CEO, replacing interim CEO Patrick McDaniel in the process.

An appointment which marks the next phase of Sid Lee’s evolution, what’s particularly exciting is that this move is considered to be something of a homecoming, with Marie-Lise officially being announced as having returned to her old stomping grounds (2017-2019), after serving as president of Ogilvy Canada, before coming aboard as Sid Lee’s global chief operating officer in October 2024.

Of course, Marie-Lise’s unveiling is just one of several recent leadership moves which will position Sid Lee for future success across international markets. Working alongside the likes of Tom Ramsden, Geneviève Boulanger, Yanick Bédard, as well as exciting new appointments Shereen Ladha (head of strategy) and co-CCO’s Johan Vakidis and Ali Stewart, the aim is simple but clear: cement Sid Lee as a premium creative agency that fuses design, tech, and strategy to deliver work that defies convention.

To learn more about how she’s settling in at Sid Lee, the decision to return, and the type of leadership she’s bringing to the table, LBB’s Jordan Won Neufeldt sat down with Marie-Lise for a chat.

LBB> The big news is that you’ve taken on the role of global CEO at Sid Lee. Congratulations! What does this opportunity mean to you?

Marie-Lise> Thank you! To clarify, I’m now global CEO of the Sid Lee Group, which includes Sid Lee, Sid Lee Sport, Yard, Haigo, Sid Lee Architecture, and all our offices worldwide. What unites us is a shared commitment to delivering creative, unconventional solutions.

What makes the Group truly unique is that we’re a boutique collective with a global reach – there’s nothing else quite like us. Yard leads in youth culture, Digital Kitchen crafts immersive experiences, Haigo creates human-centred design, and of course, Sid Lee is an atypical creative company. But, all share one clear goal: to create bold, impactful work.

For me, this role is an incredible opportunity to reestablish Sid Lee as a global creative powerhouse – one where craft meets innovation to challenge the status quo.

LBB> Tell us more about what you’re hoping to accomplish in this role – what are your top priorities?

Marie-Lise> My focus is on leading the business strategically, setting a clear direction, and fuelling innovation across the Group. That includes expanding into new markets, embracing emerging technologies – especially AI – and offering clients truly atypical creative solutions that move their businesses forward.

LBB> Notably, this isn’t the first time you’ve worked at Sid Lee. What made now the right time in your career to come back, and what has the transition been like?

Marie-Lise> The chance to unite multidisciplinary teams across regions to create transformative work really excited me. Plus, my global experience has shaped how I lead, and now I’m bringing that broader perspective back to Sid Lee.

As for the second question, it’s been energising. I’ve been amazed by the breadth and depth of talent across Sid Lee globally. What ties us together is a shared vision, and our ability to merge high craft with innovation makes us stand out on the world stage.

LBB> Your arrival is said to mark the next phase of Sid Lee’s evolution. What can people expect from the Group, both in Canada and abroad, and how will you tailor your offerings by market?

Marie-Lise> We’re entering a bold new chapter, and our mission is to cement Sid Lee as a premium creative agency that fuses design, tech, and strategy to deliver work that defies convention. We're doubling down on being an atypical creative company with global impact. Our ambition is to break the ordinary to make a difference.

Across markets, our foundation stays consistent: high craft plus high innovation equals high impact. That formula doesn’t change. What does shift is how we apply it locally: with deep respect for culture and context.

LBB> You also mentioned bringing together craft, technology, innovation, and bespoke creative solutions to deliver success for clients. As global CEO, how will you be working with your teams to approach this?

Marie-Lise> We're focused on creating meaningful experiences that break through the noise and challenge conventional thinking. It’s not about doing more with less; it’s about doing less, better.

Specifically, our work will focus on four pillars: global solutions for global brands, expansion of Sid Lee Sport and Yard in North America, high-impact creativity, and innovation (with AI and new technologies at the core).

Of course, Sid Lee has also always thrived on collective creativity. And to this end, not only does our preexisting leadership team (Tom Ramsden, Geneviève Boulanger, Yanick Bédard) all bring diverse and complementary strengths, but I’m especially excited to welcome Johan Vakidis back as co-CCO, partnering with Ali Stewart to elevate our creative work, as well as Shereen Ladha, who has joined as head of strategy, bringing fresh perspective and strategic depth.

LBB> Equally so, as part of the kyu Pulse network, what resources do you have at your disposal? How will they help you in this pursuit?

Marie-Lise> Being part of kyu Pulse is a major advantage. Many people don’t realise that Sid Lee is part of a global network of forward-thinking creative companies, but through kyu Pulse and Hakuhodo DY Holdings, we gain access to shared knowledge, global partnerships – including a strong presence in Asia – cutting-edge AI tools, and a collaborative model that breaks down silos. This enables us to work more nimbly and deliver integrated, high-impact solutions for our clients.

LBB> Let’s talk a little more about you. How would you describe your leadership style? What can your new colleagues expect from you in the months to come?

Marie-Lise> I lead with ambition and inspiration. I want to empower teams to be bold and push creative boundaries. We’re not just another agency; we’re here to create work that’s unlike anything else out there. That’s our North Star.

LBB> Finally, the work isn’t everything. Is there anything you’d like to share with your colleagues now that you’re back at Sid Lee?

Marie-Lise> I speak French in Toronto! That tends to surprise people!