A profile by Jean-Benoît Nadeau in McGill News Alumni Magazine.
Translation/adaptation: Kathe Lieber.
It was a classic David and Goliath moment. Bertrand Cesvet, BA’86, MBA’88, was visiting Adidas headquarters in 2008, there to court the multi-billion-dollar sportswear company on behalf of Sid Lee, a small Montreal ad agency. When he spotted who he was competing against, Cesvet realized that he had definitely entered the big leagues of international advertising.
He found himself face-to-face with Lee Clow, one of the great admen of the 20th century, and the global director of media arts at TBWA\Worldwide, one of the world’s largest agencies. A few hours later, Cesvet and Sid Lee had won the account.
Today, Sid Lee is renowned for its imaginative work for Absolut Vodka, Facebook, Club Med, Cirque du Soleil and other top brands.