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Sid Lee has knocked TBWA off its perch as lead global creative agency on Absolut.
The changing of the guard comes six months after Absolut asked Sid Lee to tackle a global brief on the brand. That invitation came two months after Sid Lee head of strategy Eric Alper spoke at Absolut's annual global summit in France, according to Mathias Westphal, global brand director at Absolut Vodka.
Absolut's interest in Sid Lee stemmed from its success in creating experiences that appeal to millennials—an age bracket that's important to the vodka brand, Westphal said.
In an interview with Adweek, Westphal cited Sid Lee's work in particular for the likes of Red Bull, Cirque du Soleil and Adidas.
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