Dustin Rideout is the new head of strategy at Sid Lee Toronto. He spent the past three years as director of digital strategy at Leo Burnett, where he also led the overall strategic planning assignment for IKEA.
“It was an opportunity to run my own strategy team, so that was the [first] reason,” said Rideout of his decision to join Sid Lee. “Secondly, I’ve been big admirers of the agency’s work for quite some time. Their emphasis on brand experience, not just advertising, was a big draw for me and the type of work I wanted to do more of.”
In his new role, Rideout will work across all accounts and focus on leading and growing the strategy team—duties that were formerly handled by Eric Alper, VP and partner at Sid Lee. “He’s moved into a more managing director role on a couple of global accounts… so they required somebody who could lead and mentor the team in Toronto,” said Rideout.
“We’re always looking for people who are among the best and Dustin showed his capability in that respect,” said Vito Piazza, president and founding partner at Sid Lee Toronto. “In the last few years, he’s shown a good track record of really making a difference and doing work that helps evolve clients and revolutionize what they’re doing and that’s what we need here.”
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