Yanik Deschenes is Global Managing Director, PR at Sid Lee and the President of YPR USA. With 25 years of experience in marketing communication, Yanik leads a team of PR professionals in Montreal, Toronto, New York City and Paris, which has contributed to the awareness and the growth of several organizations in North America and around the world. Yanik has contributed to create and launch C2 Montreal, a global conference on commerce and creativity. He also leads local and global projects for several Fortune 500 companies. Yanik’s team mission is to increase social awareness with real stories that spark curiosity and engage communities. The goal is to generate organic word-of-mouth within a defined community by mastering the art & science of storytelling. Yanik is a professional duly accredited (APR) by the Canadian Public Relations Society. He is the past Chairman of the Canadian PR + Communications Foundation. While he truly enjoys his profession, Yanik’s main passion is tennis.