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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\nShereen Ladha is VP, head of strategy, North America, at Sid Lee, an international creative services firm founded in Montr\u00e9al. She has also worked at Hill+Knowlton Strategies, Rethink, and McCann WorldGroup Canada.<\/p>\n
How would you describe your job to someone who doesn\u2019t work in marketing?<\/strong> At the heart of what I do is storytelling. I\u2019m a naturally curious person, so my work is rooted in immersion, observation, and learning\u2014about different people, cultures, human behavior, art, and technology. All of that gets woven together to create stories that are relevant to people and culturally sticky. It\u2019s about finding the connections that matter and crafting them in a way that people want to lean in, engage, and remember.<\/p>\nFavorite project you\u2019ve worked on?<\/strong> At Sid Lee we created \u201cFeet Funder\u201d for the Amputee Coalition of Canada. It was a wildly bold campaign where we used pictures of prosthetic limbs and sold them on FeetFinder. This idea built on a simple but internet-famous trend: \u201cfeet pics.\u201d We flipped something funny and familiar into real awareness (and monetary support) for people living with limb loss. It\u2019s a reflection of telling stories through creative that resonates in the now, while being unafraid to be provocative so people pay attention. For me, it\u2019s a reminder of the power of creative that doesn\u2019t just sell, but serves.<\/p>\nWhat\u2019s your favorite ad campaign?<\/strong> The Apple HomePod spot, \u201cWelcome Home,\u201d directed by Spike Jonze and starring FKA twigs. I\u2019m drawn to any piece that uses dance and movement to tell a story (and if you look at my body of work, it\u2019s definitely a pattern). The way the concept pushed the boundaries of what the \u201chome\u201d can be and its possibilities, paired with the visual of the space expanding as her movement becomes freer, is striking. It\u2019s the perfect blend of strong storytelling and high craft.<\/p>\n\n
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One thing we can\u2019t guess from your LinkedIn profile:<\/strong> That I\u2019m a professional dancer. I was a finalist on Canada\u2019s Got Talent<\/em>, toured the world, and performed in films, TV shows, commercials, and produced for YouTube, TIFF, and Nuit Blanche. Dance taught me the grounding of strong storytelling, and it is the lens through which I see the world\u2014in constant movement, patterns, beats, and rhythms.<\/p>\nWhat marketing trend are you most optimistic about? Least?<\/strong> I\u2019m most optimistic about the world of content that taps into the creativity and storytelling abilities of real people. I love seeing how they bring their unique perspectives, lived experiences, and relationships into what they create.<\/p>\nI\u2019m least optimistic about the race to churn out content purely to game algorithms. It can sacrifice originality and risk-taking, and the result is work that feels instantly disposable.<\/p>\n
What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend?<\/strong> The Business of Fashion Podcast<\/em>! I\u2019m obsessed with the world of fashion, and this podcast has consistently insightful conversations on how the fashion industry evolves, touching on topics from creativity to supply chains, and showing how global trends shape brand strategy. We can learn a lot and take cues from how the fashion industry is evolving.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Shereen Ladha is VP, head of strategy, North America, at Sid Lee, an international creative services firm founded in Montr\u00e9al. She has also worked at Hill+Knowlton Strategies, Rethink, and McCann WorldGroup Canada. How would you […]<\/p>\n","protected":false},"author":1,"featured_media":23025,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23024","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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