Cirque du Soleil, the global live-event organization, has bought a "significant minority equity stake" in Montreal-based ad agency Sid Lee, reports Marketing magazine, Ad Age 's international partner in Canada.
Sid Lee President Jean-Francois Bouchard said the deal will not affect day-to-day operations of the agency, with the existing partners "remaining solidly in control of the company." Someone from Cirque will join the agency's board, but the management team won't change.
Sid Lee, an unconventional shop that Marketing has named its Agency of the Year for the past three years, also has offices in Europe and Austin, Texas, and a client list that includes Adidas, Dell and, of course, Cirque du Soleil. One of Cirque's most recent projects is "Michael Jackson: The Immortal World Tour."
The aim is that Sid Lee will benefit as well from Cirque's global expertise and reputation and that the agency will help build the Cirque brand.