Sid Lee is pleased to announce the appointment of Mac Macdonald as the first President of its Amsterdam atelier. The appointment, effective immediately, marks a new chapter for the team of 70+ artisans currently located in the heart of Amsterdam’s De Pijp district, where Sid Lee opened its first atelier outside of North America in 2008.
Macdonald, a seasoned industry executive who has worked at a global level for over 15 years is tasked with managing Sid Lee’s expanding presence in Europe and the successful delivery of Sid Lee’s latest global brand relationship, with the Absolut Vodka company – a relationship managed world-wide by the Amsterdam atelier.
“After 5 years of presence in Amsterdam, we felt it was time to appoint a global leader to solidify our presence in Europe and take the atelier to another level”, declared JF Bouchard, global CEO of Sid Lee. “Mac is the perfect person to suit this mandate. His global credentials combined with his multidisciplinary skill-set will accelerate Sid Lee’s growing ambitions in Europe and help us to deliver world-class work for all of our clients”, he added.
“It is a true honor, and a real privilege to have been chosen to lead such an established and celebrated team of world-class artisans”, mentioned Mac Macdonald. “Over the past 5 years, Sid Lee Amsterdam has been able to deliver outstanding, world-class work for amazing clients such as: adidas, Red Bull and Nivea and with the arrival of our latest friends from Absolut, the level and quality of our endeavours in delivering true commercial creativity will raise the standard once again” he added.
In December 2012, Sid Lee was appointed as lead global agency for the ABSOLUT VODKA company. The multidisciplinary consumer experience shop is charged with developing a new communication platform that seeks to recruit new consumers from around the world through experiences — real and virtual. The Sid Lee Amsterdam atelier now leads the development of creative work across advertising, branded content, digital and experiential activity.
Mac Macdonald is a living proof that the great Scottish diaspora continues apace, having traveled widely during what is now 20+ years of adventures in advertising; visiting over 45 countries and working across all five continents along the way. In that time, he has become a trusted advisor to brands such as: IBM, Microsoft, HP, Thomson Reuters, Starbucks, Accenture, Nikon and HSBC; and has held a variety of executive roles with WPP, Havas and Publicis Groupe.
Most recently, Mac helped conceive, design and launch Publicis RedLion, an adjunct to alternative creative agency focused on the creation of brand value via behavioral design; a project he completed while also holding down his day job - management of the largest single brand advertiser in Canada (Rogers Communications Inc) for Publicis Groupe.
Mac is also a non executive director and board member of Caution Children Playing, an international brand innovation company that helps enhance the value brands deliver to their businesses via: experience design, context marketing and utility creation.