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Sid Lee Group, the award-winning global collective celebrated for shaping culture through creativity and innovation, announced two major moves today to optimize client success and continue its U.S. expansion. The company has formalized the integration of San Francisco-based Godfrey Dadich Partners (GDP), a creative marketing agency grounded in journalism and design, and has appointed industry veteran Derek Robson to serve as chairman of Sid Lee Group.
Robson, renowned for his transformative work at agencies including IDEO and BBH, will oversee this integration and lead the further U.S. expansion of Sid Lee Group. In addition to his other accomplishments, he gained industry fame as President of Goodby Silverstein & Partners. With Robson at the helm, the agency became an industry front-runner in narrowing the gender gap in leadership, and garnered a multitude of creative awards and accolades from Ad Age, Adweek and Fast Company.
GDP will join the group’s multidisciplinary network including Yard, Digital Kitchen, Haigo, Sid Lee Sport, Sid Lee Architecture, and Sid Lee North America and remain under the direction of Thomas Ellingson, President and COO.
CMOs are now accountable for creating truly holistic, digital customer journeys that balance automated brand delivery with the essential human experience. By combining Sid Lee’s creativity, technological innovation and strategic strengths with GDP’s strategy, design and storytelling expertise, the companies are now set up to provide impactful brand experiences that deliver more powerful business outcomes for clients. The combined offering provides the creative and technological tools required to manage a brand’s digital presence, including: multiplatform campaign development, website design and build, SEO/GEO/AI, and immersive experiences.
“Our ambition is to foster a community that thrives on talent, collaboration, innovation, and the highest standards of creative excellence,” said Marie-Lise Campeau, Global CEO of Sid Lee Group. “Welcoming GDP under Thomas’ strategic direction, along with Derek’s vision and experience, strengthens our promise to partners and the communities we engage.”
“I have kept a close eye on Sid Lee Group from its Canadian roots to the growth it has enjoyed to date in the U.S. market,” said Robson. “I’m excited by the momentum and opportunities to further expand across North America.”
Sid Lee Group is projected to grow over 20% year over year from 2025 to 2026 in the U.S. market alone. Its growth is attributed to multiple factors – award winning creative, talented leadership, and the support of its parent company kyu, the global network of consultancies, agencies, and tech firms established by Hakuhodo DY Holdings.
The company is known for its ideas, innovation and creativity. This last year, Sid Lee North America, has been managed under the creative leadership of President & CCO Johan Vakidis, who will continue to play a role in strengthening the company’s U.S. presence. Vakidis has been instrumental at leading the company’s award-winning work for brands such as Electronic Arts Battlefield 6 and helping to secure major client wins—including FIS Global, Angel’s Envy, and Hand & Stone. Additionally, he has been assembling top-tier creative talent across Los Angeles, San Francisco, and New York.
Ellingson and Vakidis will prove to be a formidable team, combining clarity, craft and concept. Their complementary expertise will be instrumental in guiding clients in this new and challenging marketing landscape.
