SDI Marketing (SDImktg) has appointed Deepak Mehmi as its executive creative director.

The appointment is a key move in expanding SDI’s thought-leadership expertise, the agency said in a news release.

Mehmi formerly worked as an executive creative director at Critical Mass on a client roster that included Apple, Citi, Meta, Nissan, Infiniti, Rogers and Hilton. He also served in creative director roles at Havas CX and Manifest Communications.

The hire comes after “an extensive and deliberate search which brought in over 200 applications and referrals” from creative talent across the industry, according to the release.

“Bringing [him] on board is a win for our clients above all else,” SDI Marketing CEO Terri Truscello said. “His energy, discipline and ability to translate bold ideas into measurable outcomes is exactly what brands need right now. He will help us with our clients’ business challenges and deliver creative solutions that not only look great but also make a real impact.”

SDI Marketing says the appointment reflects and outwardly expresses the agency’s continued commitment to strategic, client-first creativity.

Mehmi explored the dichotomy of local production and national distribution of popular music in his PhD dissertation at York University.

Last fall, SDI Marketing promoted Zach Wright into the role of VP of client service.

The agency recently worked on experiences for TIFF, Kraft Hockeyville and Samsung’s Undercover Roadshow.