Sylvio is CEO of Media City, a Canadian Outdoor media company. His career in advertising extends over 25 years having worked for J. Walter Thompson and co-founding an advertising sales company, Media Alternatives, which was subsequently acquired by Media City. Over the years, Sylvio and his team have won several media innovation awards and established a reputation for creativity and launching numerous media industry “firsts”. He experienced firsthand the impact of sports injuries when his son, playing AA hockey, received two severe concussions. His son passed away at the age of 16 years old and Sylvio turned to Parachute to help make a difference for others.