It’s true! Diesel Marketing, which has a marketing affiliation with Cirque du Soleil, recently changed its name to Sid Lee — why? Keith McArthur of the Globe and Mail wrote about it and an excerpt from his article follows:
# # #
When executives at the Montreal ad agency formerly known as Diesel went recruiting at a New York design school last year, they were stymied by a case of mistaken identity. Instead of attracting the graphic designers they were looking for, their recruitment table was flooded with fashion designers eager to work at the jeans company that shared their name.
The new name — Sid Lee — is an anagram of Diesel, which keeps the company rooted in its past, Mr. Bouchard says. But the name change is also symbolic of the company’s evolution from a communications agency to what he describes as a “commercial creativity” group.
# # #
{ Source — Globe and Mail: Nov.20.2006 }
