Sid Lee Montreal Adds New Leaders

Creative agency Sid Lee has announced the promotions of Geneviève Boulanger, Garcí Iñigo, and Jean-François Lefebvre. Geneviève and Garcí have been named vice presidents of account services, while Jean-François is now head of operations for Sid Lee’s Montreal office, which is home to over 450 employees. All three will play a key role in writing the next digital, cultural, and creative chapter in Sid Lee’s history.

These moves come on the heels of those of Élisabeth Jamot and Vincent Ramsay-Lemelin, promoted earlier this year. Élisabeth joined Sid Lee in 2017 and is now vice president of creative strategy. As such, she is using her proven talent for research and unique understanding of strategic approaches to help local and international brands shine, furthering the agency’s recognized strategic expertise in Montreal in the process. As for Vincent, as executive creative director he is now officially guiding digital creation at the agency using an inclusive and multidisciplinary approach that runs the full gamut, from UX design to social content to the creation of digital objects.

“This next generation of leaders will bring fresh insight to how we innovate and remain the creative allies of choice for companies here and abroad,” says Martin Gauthier, president of Sid Lee Montreal. I feel lucky to have seen them grow with us and to now be sharing the reins with them as we continue to elevate our client-centred creative approach.”

Jean-François Lefebvre has been the head of operations at Sid Lee for over 12 years. He’s a talented communicator who’s gained recognition around the world for his exceptional organizational skills; he’s also a visionary with a canny knack for spotting ways the agency can innovate, work smarter, and deliver. In his new position, he’ll also support the development of operational methods and processes that ensure Sid Lee’s practices continue to become more sustainable.

Geneviève Boulanger and Garcí Iñigo, formerly account directors, are now heading up account services as vice presidents.

Geneviève has been instrumental to the success of numerous brands, including CN, Kraft Canada, Loto-Québec, McDonald’s Canada, IGA, and belairdirect. With nearly 20 years of experience working on both the client and agency side, she is known for her sharp instincts and keen sense of retail business. Geneviève joined Sid Lee in 2018, where she continues to use her strategic vision of creative work to help clients build strong, innovative brands.

In his many roles on both sides of the Atlantic, Garcí has earned a reputation as a crucial ally for clients such as Rolex, Ferrero Rocher, Unilever, Hyundai Motor Company, Videotron, SAQ, and L’Oréal, to name but a few. This promotion, two years after he joined Sid Lee, gives Garcí the opportunity to use his inclusive, concensus-building style of leadership and experience in innovation and transformation to take digital culture to the next level.