─ Thinking

Three fundamental beliefs
lay the foundation for
our thinking

─ Thinking

Belief No.1

TRANSFORMATION OR EXTINCTION

Rapid change is the key defining reality of our era. Companies either drive it, adapt to it, or succumb to it. Sid Lee embraces and provokes new ways of thinking and doing in order to help our clients navigate through rapidly changing competitive environments. To help brands, we create transformative experiences rooted in business strategy.

They’re a strategic business adviser that happens to be great at marketing, advertising and creating emotional connections with customers.
Duncan Fulton, CMO Sport Chek

Belief No.2

THE CONSUMER IS THE MEDIUM

Positive endorsement from other consumers is the most powerful media available to brands. This is especially true in today’s content-saturated world. Audiences are no longer swayed by messaging; it takes coherent, immersive experiences that create conversational capital. Brands must earn consumer attention by providing value in the form of entertainment, information, and utility.
Belief No.3

CONSUMERS AREN’T JUST CONSUMERS

More and more, marketing and communications must widen their horizons and embrace the fact that, for brands, speaking to “consumers” is just not enough. Yes, we all are consumers and most of us accept this reality. But a more meaningful way of engaging people is to recognize that they are also, if not primarily, humans, fans, users, visitors, or guests (depending on the context). Our ability to develop rich experiences is rooted in this understanding.