Sid Lee and Cirque du Soleil Launch Marketing Joint Venture

Absolut Vodka among first clients

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Entertainment meets marketing in a new joint venture that combines the skills of Cirque du Soleil and ad agency Sid Lee. The venture, called Sid Lee Entertainment, was announced tonight at the Cannes Lions festival. The new company will craft live experiential programs that are linked to a brand’s attributes. Its first clients are Absolut Vodka and Lolë, a women’s apparel company.

For Absolut, in upcoming months the venture will unveil a live event targeted at a specific market, which will include online content designed for that targeted audience, according to an agency rep.



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