Sid Lee has brought in Kevin Sutherland as its new creative technologist. The 18-year industry vet joins the agency as its director of technology, from the U.K. where he worked with agencies including RKCR/Y&R, AnalogFolk and R/GA, and has worked with clients including Sony, Nike and Virgin.

“The position was created for Kevin,” says Martin Gauthier, president of Sid Lee Montreal. “We decided to bring in a creative technologist to bolster our expertise in this area, specifically for Adidas, since it is a key account for us.”

Sutherland is the latest in a string of hires at agencies to amp up their expertise blending creative and tech. Earlier this month, Draftfcb brought in Ricky Jacobs as its new digital head, while retail/shopper marketing shop Shikatani Lacroix hired Marcos Terenzio as its new director of digital creative experiences. Last month Zulu Alpha Kilo brought in Jeff Vermeersch as the agency’s creative technology director.