PHD's business model is built on the belief that the power of creativity drives results. That, plus a culture of bravery and a curious ethos – which Caroline Moul, president of PHD Canada, says is all about “making the leap.”

Innovation can come in all shapes and sizes, “and we want to make sure we’re not just talking about price,” when it comes to pitching the agency to clients, Moul says. Price is a factor, but “fundamentally, it’s about our people, our tools and technology and how those fuel and empower our people.”

Moul points to Sico’s “Honouring Quebec” campaign, which the agency has iterated over the years. For 2023, it created over 80 different executions in more than 20 hyper-contextual environments, for a total of 240 Sico colours that celebrated Quebec, its culture and language.