Ask Simon Sikorski what makes marketing actually work, and he won’t simply throw buzzwords or analytics at you. He’ll tell you it comes down to something much simpler: connecting great people, and connecting the right brands.
Simon has spent his career running major creative, production, and adtech networks—from leading McCann Worldgroup in Canada to heading up Craft, XR ExtremeReach, and MurphyCobb. Along the way, living and working across Canada, the UK, and the US gave him a clear-eyed view of how brands live in the real world, and what it really takes to protect what makes them special.
To Simon, creativity isn’t just about aesthetics; it’s the sharpest commercial edge a business has. Too many brand collaborations feel rushed or purely transactional, ending up as expensive background noise. Simon’s focus is on the kind of partnerships that actually make sense—the ones that feel inevitable in hindsight, build real brand equity, and open doors into fresh categories.
He knows brand leaders are protective of what they’ve built, and rightfully so. That’s why Simon approaches every partnership like a brand steward first. Whether you’re exploring co-branded licensing deals, testing an unexpected collaboration, or designing a long-term strategic partnership, he helps you find allies who complement your DNA while unlocking meaningful commercial growth.
Off the clock, you’re most likely to catch Simon on the slopes with his snowboard, walking his beloved Sheepadoodle, Mac, assisting his photographer wife on set, or chauffeuring his kids from sport to sport.
