“Thrilled to be Back”: Johan Vakidis Discusses His Move to Publicis Montreal
Earlier this year, Publicis Montreal made a splash when it announced the arrival of its new chief creative officer, Johan Vakidis. Bringing over two decades of experience to the role, with a resumé consisting of past experiences at the likes of Ogilvy, AKQA, R/GA, Publicis Shanghai and The Walt Disney Company, his past roles made him the perfect pick to bring the Montreal office’s offerings into the future.
A Quebec native by birth,, this move, in many ways, also represents a homecoming after a long stint overseas. Sure, this time he returns with a lot more experience under his belt, but the understanding of the Quebec market and the local culture never left him, and it will be pivotal to Publicis’ offerings in one of Canada’s most crucial markets.
Equally so, Johan is a firm believer that the industry is on the verge of impending reinvention. So, he’ll be spending his early days not just focusing on propelling great creative, but embracing the new tools - network and non-network alike - at the team’s disposal, and preparing for the evolution of output in the years to come.
To learn more about all of this, and how he’s settling in, LBB’s Jordan Won Neufeldt sat down with Johan for a chat.
LBB> Obviously, the big news is that you’ve just joined Publicis Montreal, taking on the role of CCO. Congratulations! What inspired this decision, and what does it mean to you?
Johan> Since returning to Canada from China, I've been contemplating my re-entry into adland. Having spent my career in Asia, I understood the necessity of taking time to reintegrate into this market as a consumer and to genuinely grasp its cultural nuances, creativity, and design scenes.
The decision was driven by timing, not just in terms of opportunity, but also on a personal level. A major factor influencing my decision was the fact that it's Publicis. I gained invaluable experience in my previous role as CCO at Publicis China, and returning to Publicis felt like a fantastic opportunity. I’m looking forward to contributing to the agency's growth and crafting impactful creative products, experiences, and stories that make a meaningful impact in the larger context.
LBB> What do you perceive the present status of the agency to be, and where are you trying to take it going forward?
Johan> The setup here in Montreal is smaller in scale compared to what I've experienced in other markets, but it leverages the same incredible network and access to talented individuals and companies.
With this in mind, I firmly believe that the opportunities and possibilities are boundless.
I envision us expanding to a point where we can significantly influence the industry in this market, consistently delivering outstanding work to both consumers and clients alike.
LBB> Notably, you mentioned that we’re seeing the impending reinvention of the industry. Can you tell us more about this? How are you preparing the team to tackle this creatively?
Johan> I envision us structuring ourselves in innovative ways, and employing smart and agile approaches that will ultimately enhance the quality of our work.
We're witnessing a significant shift in how things are crafted and produced, and it's exhilarating to have an entirely new set of tools at our disposal. The journey towards our goals is like a scenic hike through unexplored terrain, and our output will continue to evolve dramatically in the years ahead.
LBB> Building on this, you’re obviously working in the Quebec market, which some say is a bit different from the rest of Canada. Is this true in your experience? How would you describe it?
Johan> This has been a dream of mine since day one in adland. I've been fortunate to work in various markets, learning from different cultures, behaviours, and people. Now, all these experiences are converging, guided by a blend of my expertise and intuition – particularly as someone born and raised here.
The context is unique because Quebec's communication style is deeply rooted in local culture, humour, expressions, and logic. Ads and communications are far from generic; they authentically reflect what makes Quebec distinctive.
LBB> And how do you think this impending reinvention is going to impact local advertising?
Johan> I'm eagerly anticipating many intriguing surprises that will arise from blending the robust maker culture we have locally with the vibrant and sophisticated technological innovations also prevalent here.
LBB> Looking at your broader career, you’ve had a lot of cool experiences, including working for The Walt Disney Company. How did this period working brandside influence your approach today?
Johan> It profoundly transformed me. The Disney experience revealed worlds I never knew existed. It imparted a crucial lesson in collaboration and consistency. Now, the foundational principles of storytelling and entertainment serve as guiding pillars in the work I am passionate about; essential criteria for any brief, in my view.
LBB> You’ve also been at this for quite some time – over 20 years in fact. How have you kept things fresh and interesting?
Johan> I think the more pertinent question is how I keep myself engaging! I've deliberately moved from traditional setups to digital agencies, gaming, and storytelling, and then back to assuming expansive leadership roles in large-scale creative networks. This journey has continuously evolved my creative abilities and broadened the spectrum of projects I can be associated with. One constant that has always fascinated me is growth – whether it's the growth of companies, clients, or talent.
LBB> And in the long run, what brought you back to both Canada, and the agency side of things? Does it feel especially like home?
Johan> Originally, I had set a timeline of 25 years for my time in Asia. This coincided perfectly with my son completing primary school and transitioning to high school. For over 20 years, my visits ‘home’ were limited to just two weeks per year, giving me a unique outsider's perspective on all the changes. When covid-19 first emerged in China, amidst the turmoil, I decided to accelerate our plans and we quickly boarded the first available flight back. It was chaotic, but we're thrilled to be back, now living in the countryside at what was once my childhood summer retreat, which we completely rebuilt from the ground up.
LBB> How will you leverage your past years of experience to push Publicis Montreal’s creative to the top? Are there any key values you’ll be emphasising?
Johan> I strongly believe that to create work that defines a career, one must find joy in the creative process itself. My goal is to instil this mindset into our culture here. Equally important to me is the belief that we can achieve anything through transparency, trust, and spontaneity. Overall, the expertise and craftsmanship are exceptional here, and I aspire to collaborate with talented individuals in the market to produce work driven by our shared passions.
LBB> Of course, working at a new agency means new people getting to know you. Is there anything you’d like to tell your peers about you?
Johan> The phrase ‘it takes a village’ resonates deeply with me on numerous projects. Over the years, I've learned that expertise and skill develop over time. Yet, without becoming overly fixated on hierarchy, nothing enhances the creative process like effective collaboration, where ideas can evolve into fully-realised concepts that genuinely connect with their intended audience, and ideas that understand the relationship with the surfaces they eventually live on..
LBB> Finally, now that you’re settling in, is there anything you’re particularly excited about doing with the Montreal team?
Johan> We're currently engaged in delightful projects with intriguing clients. I'm enthusiastic about our collective efforts in long-term planning, as it paves the way for positive changes and deepens my understanding of the agency's culture within this market.
