Barbieri to lead Sid Lee’s content division

Sid Lee is placing a big bet on content marketing. The agency announced a new content marketing division Thursday to be run out of its Toronto office. The unnamed division will be run by Joseph Barbieri, who left Bespoke Group, the boutique content marketing he founded, to take on the newly created role of managing […]

Sid Lee is placing a big bet on content marketing.

The agency announced a new content marketing division Thursday to be run out of its Toronto office. The unnamed division will be run by Joseph Barbieri, who left Bespoke Group, the boutique content marketing he founded, to take on the newly created role of managing director of content and media partnerships at Sid Lee.

Barbieri has long worked in the branded content field, serving as senior vice-president of marketing and business development at Totem (formerly Redwood Custom Communications) and vice-president of content solutions at TC Media. He has overseen content programs for brands such as P&G, Sobeys and Geico. He’s also a member of the board of directors for the Custom Content Council in New York, where Bepoke has an office.

Barbieri will work out of Sid Lee’s Toronto office in collaboration with Sid Lee Toronto president Vito Piazza.

In a release, Piazza said the new division will tie together many of the agency’s other initiatives, such as events and entertainment, by documenting them via branded content. “We are committed to a reengineering of brand content that puts transformative customer experience at the centre and that brings together various Sid Lee disciplines including, video production, entertainment, technology, architecture and events,” he said.

Unlike the agency’s other operations such as Sid Lee Architecture, Sid Lee Entertainment or Jimmy Lee, the content division will be a “fully integrated part of the company,” rather than its own entity.

Advertising Articles

Make-A-Wish launches first Canadian-made PSAs

'FUNraising' avoids somber tones to build awareness with a bit of fun

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

FCB named BMO’s lead agency

Agency replaces Y&R, will continue BMO's attempts to humanize its brand

ZAK rounds out hiring spree with three more additions

Gail Pak, Alicia Brown and Samantha Angu join the Toronto agency

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

Ads You Must See: Leo Burnett PSA takes your breath away

Leo Burnett Change tries to save a life, British Red Cross gets lost in baby bling

Havas goes on a hiring spree

Agency adds eight team members across its Montreal and Toronto offices

On The Move: changes at Naked Creative, Manifest, Télé-Québec

A weekly recap of who's headed where in Canadian marketing and communications