Since its founding, Sid Lee has pushed the boundaries of what’s possible. Back in the mid-1990s, that meant designing and developing websites – including Quebec’s first commercial website in 1995. Over time, it brought its boundary-pushing M.O. to creative and long-term brand building. But it came to realize it hadn’t put enough focus on data and measurement, skills whose importance was highlighted during a pandemic year. Today, part of the shop’s success can be attributed to it joining the Kyu Collective and bringing on additional agency partners to expand the group. Having those different points of view at the table has helped Sid Lee stand out this year, says CEO Bertrand Cesvet.