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. Later, the campaign will be rolled out to the mass market, he said.   “Behind Cirque du Soleil’s shows lies a fantastic team of production, logistics and touring experts who help us produce shows in over 260 cities,” said Daniel Lamarre, CEO of Cirque. “Through Sid Lee Entertainment, we wish to use this expertise to serve advertisers by creating new platforms specifically developed to bring their brand DNA to life,” he  said.   “In a digitized society, we believe that real and magical entertainment experiences will have the most impact on the consumer,” said Bertrand Cesvet, Sid Lee’s chairman.   The new venture will be […]
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