Eric Alper is Vice-President & Partner at Montreal-based creative services emporium SID LEE. His work is focused on leading teams to craft customer journeys filled with more moments of truth. These moments are anchored in any discipline spanning architecture, industrial design, product development, interactive, branded content, branding, and, yes, advertising too. He wield a business-strategy & behavioural sciences led (rather than advertising planning) approach to guiding and inspiring this process, and, in doing so, help clients achieve disproportionate results. His clients have included adidas, Cirque du Soleil, Dell, ING Direct, MGM Mirage, Red Bull, Walmart and the Canadian Museum for Human Rights. Presently, he is the partner leading Sid Lee's engagement as lead global agency for Absolut Vodka.