From left: Alex Bernier, executive creative director of LG2 Montreal, and Nicolas Baldovini, partner and CCO at LG2 Montreal
Longtime Sid Lee creative Alex Bernier will be joining LG2’s leadership team as an executive creative director at the agency’s Montreal offices.
LG2 announced this morning that Bernier, whose career at Sid Lee spanned from 2003 to 2024, will be starting in his new role on July 22.
“It’s with great humility, but above all excitement, that I join the creative machine that is LG2. I’ve admired their work for a long time – even envied it at times – and I’ve come to realize that this is where I want to continue my journey,” Bernier said in a new release. “A lot of people I know and love are already there, plus many others I’m really looking forward to working with.”
Bernier worked his way up at Sid Lee, where he began his tenure as a copywriter, then moved into a creative director’s role before becoming executive creative director of the agency’s Montreal office in 2017.
“Alex’s arrival at LG2 is another step in our drive to elevate our creative product,” said Nicolas Baldovini, partner and CCO at LG2 Montreal. “His career has been marked by an exceptional ability to generate bold ideas and build strong, sustainable and culturally relevant brand platforms.”
Bernier, who has a background in film with a degree in cinema from Concordia University, has worked on notable campaigns for brands such as Loto-Québec, Rona and Vidéotron and charities including Literacy Foundation, Vision Montréal and Protect Our Winters.
“In a context where brands need more than ever to connect meaningfully with their audiences, Alex plays a central role in our vision of the brand experience,” said Pénélope Fournier, partner and president at LG2 Montreal. “His leadership and creative sensibility will be key assets as we continue to strengthen our leadership position in Quebec.”
LG2 recently bolstered its position in the digital and data marketing space with the acquisition of Dialekta and Varibase in April. And the agency revamped its national leadership team in February when Josh Stein was promoted to CCO of LG2 Group, Sophie-Annick Vallée became partner and chief strategy officer and Mireille Côté took on the role of partner and chief business officer.
Recent work from LG2 includes a campaign collaboration between Crush Zero Sugar and Chad Michael Murray, a hidden-camera stunt to raise awareness on food insecurity for the Moisson Montréal charity and the launch of Catelli’s Protein+ pasta option.
