Sid Lee Announces New Creative Leadership

By Erik Oster 

Tom and Jeffrey

Sid Lee has announced the promotions of Tom Koukodimos and Jeffrey DaSilva to the positions of executive creative directors, jointly taking creative leadership of the agency’s Toronto office. Koukodimos and DaSilva have served as creative directors at Sid Lee since arriving in 2012 and 2013, respectively. Executive Creative Director Dave Roberts is leaving Sid Lee Toronto after four years, in order to return to Sid Lee Montreal for a new global assignment.

Tom and Jeffrey were behind such recent work as the “We the North” campaign for the Toronto Raptors and “It’s a Bloody Big Deal” for Toronto FC. In their new positions, the pair will oversee creative leadership on all Toronto accounts, including Coca Cola Canada, Maple Leafs Sports & Entertainment, Post Media, Google Canada, Marks, Sport Chek, PC Financial and TJX Canada.


Prior to joining Sid Lee, Tom was a creative director at Cossette, working on McDonald’s. Jeffrey worked on Google at Mullen in Boston before returning to Canada to join Sid Lee in 2013.

“Over the last 12 months, Tom and Jeff have consistently shown they can develop world-class work and build an exceptional Sid Lee creative culture,” said Vito Piazza, president and partner, Sid Lee Toronto and Calgary. “As we continue to grow and expand, Tom and Jeff share our vision of what it takes to transform and elevate our clients’ businesses.”

“This is a great time for Sid Lee Toronto. We have an exceptional group of clients looking to significantly grow their business, and the talent to make it happen,” said Koukodimos .

“Our goal here is to make our clients famous by creating work that people actually care about,” added DaSilva.