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Eric Alper

Vice-President, Strategy & Partner, Sid Lee

Eric Alper is Vice-President, Strategy & Partner at Montreal-based creative services emporium Sid Lee. In that capacity, he leads cross-disciplinary strategic planning efforts that touch advertising, product development, experiential design and corporate strategy for some of the world’s most progressive organizations, specifically: adidas, Cadbury, Cirque du Soleil, Dell, Diageo, INQ Mobile, MGM Mirage, Red Bull, Tourism Montreal, Winners and the Canadian Museum for Human Rights.

He brings to these pursuits an irreverent and youthful approach that emerges at the intersection of human and marketplace insights, with a healthful dose of intuition.

An active student of both Business and Sociology, Eric is most interested in the dialogue that occurs between acts of consumption and human identity. Uniquely positioned to reflect on the cultural significance of consumption given his membership among the most consumption-obsessed (and imbued) generation, Eric speaks actively about how brands can reach, touch and engage people by creating compelling experiences.

The insights gained from this work and travels are shared in a book Eric recently co-authored. Published by the Financial Times Press, Conversational Capital: How to Create Stuff People Love to Talk About is a best-selling business book now released in four languages around the world.

Eric challenges companies to think beyond the blind paradigm of satisfaction.  Often preached in seminars on service, marketing and branding, this notice of satisfaction has become so well-traveled as to be neutered and devoid of meaning. Instead, he challenges firms to think beyond satisfaction and to question fundamental assumptions around what they do and why they do it. This serves to create experiences that are infinitely meaningful and that consumers willingly share among peers. Importantly, Eric works not just to enlighten the consumer side of the equation, but also how that translates into operations and marketing actions.

Originally from Texas, Eric is a graduate of McGill University in Montreal. After a lengthy tenure at Sid Lee Montreal, he co-founded Sid Lee Toronto, and, most recently, Sid Lee USA. He recently became the youngest partner in the agency’s history.

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