Sid Lee’s New Creative Leadership Pairing, and the Future They’re Fighting For

Just a few weeks ago, some exciting news came out of Sid Lee when the agency announced its search for top-level creative leadership in North America had come to fruition. Specifically, Ali Stewart and Johan Vakidis would be taking on the role of co-chief creative officers for the region, joining recent appointments Shereen Ladha (head of strategy) and Marie-Lise Campeau (global CEO) to officially round out a stacked executive roster.

While any announcement of this degree was bound to be exciting, in particular, the resumés of Ali and Johan cannot be taken lightly. For the former, this promotion comes one year after her arrival at Sid Lee, where she served as both executive creative director in the US and executive vice president, creative for North America. However, with past experience working in Europe, as well as a 13-year tenure at adidas, she’s primed to bring a unique blend of strategic and creative expertise to the role, as she leads from Portland, Oregon.

Meanwhile, for Johan, this is actually a grand homecoming moment, as the newly-unveiled leader comes back to the shop where he worked in 2020. Boasting an international background of his own – this time in Asia – with periods at the likes of Publicis Montréal, C2 Montréal, Sid Lee, Publicis China, AKQA, R/GA, Disney, and Ogilvy, his long-standing penchant for innovation, technology, and immersive experiences will perfectly complement Ali’s skill set as the two work in tandem to push creative limits across Canada and the US.

To learn more about why they joined, their ambitions for the coming months, and what this opportunity represents to them, LBB’s Jordan Won Neufeldt sat down with Ali and Johan for a chat.

LBB> Johan, Ali, congratulations both on your new positions! What do these appointments represent to you, and the agency?

Johan> Sid Lee holds a truly special place in my heart; it was my first agency home in Canada after more than 20 years away. Here, imagination is not just encouraged – it’s celebrated, brought to life through remarkable collaboration with some of the most talented people I’ve ever met. At Sid Lee, the creative misfit in me isn’t just accepted, but empowered to thrive.

Ali> I totally agree with Johan on what makes Sid Lee so unique. My own journey – shifting across insights, strategy, design, and innovation – has also shown me just how rare it is to find a place where different perspectives aren’t just welcomed, but actively sought out and woven into the work. As we step into these new chapters, I’m most excited by the potential to keep pushing boundaries together, challenging ourselves – and each other – to continually reimagine what’s possible for our clients and for culture at large.

LBB> Although it’s early days, what are your main aims and ambitions, both personally, but also for Sid Lee’s North American creative offering as a whole?

Johan> There’s so much I’m eager to accomplish, but my instincts urge me to focus on creating work that challenges the status quo – that which stands apart by delivering truly unique programmes and unforgettable experiences to consumers.

Ali> My aim is to nurture a culture where rigorous strategy, bold ideas, cutting-edge technology, and exceptional craft all intersect to drive real results. Having spent much of my career on the brand side, I’m particularly passionate about bridging visionary creativity with genuine business impact.

LBB> And how will you be working together to help further that? What can people expect from your new collaboration?

Johan> Collaboration is at the heart of everything we do. People can expect a bold creative vision brought to life through fresh perspectives and a truly hands-on, collaborative approach, crafting beautiful, impactful experiences together.

Ali> As co-CCOs, we are committed to building a true creative partnership – with each other and across our entire team.

LBB> Notably, Johan, you’ve returned to Sid Lee after some time away. What made now the right moment to come back, and how did your creative perspectives broaden while apart?

Johan> When I first joined Sid Lee in 2020, we were all navigating the challenges of covid-19 and adjusting to new ways of living and working. For me, it was déjà vu, having already experienced the pandemic in China. Returning to Canada, I knew I needed to take thoughtful steps to reintegrate into a changed, yet familiar, cultural and consumer landscape. Sid Lee and C2 gave me a space to connect deeply with creative and design communities – relationships that have become truly meaningful to me.

I was also driven by a desire to work as locally as possible, which inspired several important pivots and decisions in my path. Returning now, I feel a real sense of confidence in the market, along with a greater cultural fluency. The idea of coming back and pushing the boundaries of our work has stayed with me, and I can’t imagine a better time or place than right here, right now, to make that happen.

LBB> Meanwhile, Ali, what sort of perspective did you gain during your first year at Sid Lee, and how will it, alongside your 13 years working brand-side at adidas, inform your creative approach as you lead?

Ali> It’s hard to believe it’s been a year already!

I feel very fortunate to have experienced both ‘sides’. My years at adidas gave me a deep understanding of what it takes to drive ideas through complex organisations, while agency life has reinforced the power of fearless, focused creativity. This blend shapes my approach: start with the real problem and ambition, and then bring together the right mix of talent, technology and craft to deliver bold ideas with tangible results.

LBB> Combined, you have work experiences in both Europe and Asia. How would you say the demands of North American creativity compare, and are there any skills you’ve learned along the way which you think will apply particularly well?

Johan> I see a real opportunity to create work that is more authentic. In my previous market, the industry was in a different phase – many fundamentals were rushed or overlooked in the push to go to market quickly and stay agile. While I’m beginning to notice that same sense of urgency growing here, what excites me about storytelling in North America is its diversity and responsiveness. It’s less anchored in tradition, and more attuned to current cultural moments, which brings a sense of authenticity and vibrancy I find deeply inspiring.

On a personal note, I’ve had the chance to work on experiences that I believe offer a glimpse into what the future could look like here. I’m energised by the possibility of pushing boundaries – especially in commerce, intelligence, and the evolving culture of convenience – and can’t wait to help shape what’s next.

Ali> Global brand building has taught me that cultural connectivity is essential for great work, and while it's not always easy, agility and craft can indeed coexist. I agree with Johan on North America as an opportunity for increasing vibrancy and responsiveness, and together, we're focused on building teams that mirror the energy of the world around us, pulling from a wide range of perspectives and skills.

LBB> Speaking of markets, how will you be splitting the work between Canada and the US? Will your creative approaches be uniquely tailored to the needs of these different countries?

Johan> We approach North America as one unified landscape, which is why we’re collectively steering creative leadership together. At Sid Lee, collaboration is in our DNA – we never work in silos.

While strict regionalism often holds us back, staying culturally attuned is essential to everything we do. Being in sync with culture helps shape our approach, and our combined global experience brings powerful, atypical and complementary perspectives to the work we create.

LBB> Building on this, where do you think Sid Lee’s place is within the North American market at the moment?

Johan> Things are changing at lightning speed, and when I look at both our recent work and what’s ahead, it truly feels like we’re not just adapting to change – we’re shaping it. We’re helping define where the industry is headed, taking an active role in steering the evolution.

This moment brings incredible opportunity, in both the stories we tell, and how we bring them to life. We’re challenging ourselves, and reimagining how we work and collaborate, all to ensure our output carries that distinctive Sid Lee signature: irreverence where innovation meets craftsmanship, resulting in bold, high-impact work for our clients.

Ali> Sid Lee’s unique brand of creativity sits at a powerful intersection: we’re agile enough to respond to cultural and technological shifts, but established enough to drive big, meaningful change for clients.

LBB> One of the big talking points at Sid Lee is the idea of unconventional creativity. On a practical level, how will you each be pushing for this? What does it take to do things differently?

Johan> For me, it’s about resisting the urge to simply go with the flow. True progress takes courage, but even more than that, it requires all of us coming together to create work we genuinely believe in – not just what feels expected or easy.

Ali> Unconventional creativity is about having tunnel vision on the impact we want to make – on culture, on the human experience, on business – rather than defaulting to creating for or within familiar formats or processes. I’ll encourage our teams to break routine, collaborate across disciplines, bring in new partners, experiment with emerging technologies, and push the boundaries of craft. It’s about challenging the brief, taking smart risks, and having the courage to pursue what truly feels original.

LBB> Finally, is there anything you’d like to say about what’s next for Sid Lee, or what your fellow Sid Lee employees can look forward to going forward?

Johan> That’s a great question! I’m excited about the potential for even more cross-pollination of skills, creating an environment where we all learn and grow together, whether alongside peers or through digital collaboration. By embracing multidisciplinary talent and new ways of working, we’ll elevate our collective impact and shape the future of our business in truly meaningful ways.