Sid Lee Entertainment Launched

Cirque du Soleil and Sid Lee are announcing a joint venture to form Sid Lee Entertainment. The new company will develop and implement innovative and unique entertainment platforms for advertisers in order for the consumer to live an experience closely linked to the brand’s attributes. The announcement was made by Daniel Lamarre, Cirque du Soleil’s President and CEO, and Bertrand Cesvet, Sid Lee’s Chairman, in front of an audience composed of 3,000 global leaders in marketing during the International Festival of Creativity taking place in Cannes from June 16 to 22, 2013.
 

“Behind the magic of Cirque du Soleil’s shows lies a fantastic team of production logistics, touring, and marketing experts who help us produce shows in over 260 cities in the 6 continents  and sell more than 14 million tickets every year”, Mr. Lamarre declared. “Through Sid Lee Entertainment, Cirque du Soleil wishes to use this expertise to serve advertisers with the creation of new platforms which will be specifically developed to bring their brand DNA to life”, he said.

 
“In a society that is more mediatized and digitized than ever before, we believe that such real and magical entertainment experiences will have the most impact on the consumer”, said Mr. Cesvet. “The combination of both Sid Lee’s and Cirque du Soleil’s expertise is unprecedented on the market, and we are happy that top-tier brands such as ABSOLUT Vodka and LOLÉ are already developing projects with us”, he added.

 
The combination of Sid Lee’s and Cirque du Soleil’s expertise has already allowed imagining and building up a collective movement in order to create a new platform highlighting the city of Montréal as a creative hub on an international level. More specifically, the C2-MTL business conference, which took place in May 2012 and 2013, gathered several thousands of participants from more than a hundred countries around the world, promoting the use of creativity as a successful business tool.
 

Sid Lee Entertainment will be headed by Joanne Fillion as the Executive Producer. Before joining the company in March 2013, Joanne served as Creative Director for images, events, and lifestyle at Cirque du Soleil, as well as Brand Director for over 10 years. The new company will operate form its offices located in Montréal, Amsterdam, Paris, Toronto, and New York. Sid Lee Entertainment will be implementing its first projects for ABSOLUT Vodka and LOLÉ in the course of the upcoming months.