Sid Lee hires former Mother and TBWA\Media Arts Lab talent to fill senior creative roles

Soderstedt is to take on the role of design director, having recently moved from New York for the post. He has over 12 years' experience in the industry and started his career at Stockholm Design Lab. More recently he was design director at Mother Design where he created a new visual identity for CB2 and global design concepts for Reebok Classic.

Leicht arrives at Sid Lee as creative director, before which he was freelancing. For over two years prior he was associate creative director at TBWA\Media Arts Lab working on Apple. He has also held the same post at R/GA NY leading brand development for Nike and Converse.

Both will report to Dan Chandler, executive creative director at Sid Lee USA who is based in the agency's NY office.

Last year, the business named Will Travis – who served as senior partner and chief executive of its NY and LA offices for four years – as US executive chairman and global head growth officer with a view to expanding its international profile.

In 2016, Sid Lee shuttered its Amsterdam office in an effort to centralize its European offering in France. The company's five offices work with several global brands including Facebook and Absolut.