Entertainment company IMAX Corporation is looking to continue its global growth – it currently has more than 500 theatres across 46 countries – and has just chosen Montreal’s Sid Lee as its primary creative agency.
As IMAX’s creative agency of record, Sid Lee will help IMAX with its international marketing strategy.
IMAX chief marketing officer Marc de Grandpré said in a release that Sid Lee is a forward-thinking international brand agency and cited brands the agency has helped strengthen, including Cirque de Soleil and Red Bull. The Montreal-based agency recently added Dell to its client list, opening a new office in Austin, Texas to service the technology giant.
He noted Sid Lee’s work in engaging partners and consumers on a global scale. “We’re excited to be tapping into their expertise to help bring our brand to a new level,” said de Grandpré.
Sid Lee vice-president and senior partner François Lacoursière told Marketing that his agency was up against four others for the account during the three-week review process. “They were blown away by our portfolio,” he said.
Addressing the global aspect of this particular client, he noted that, as is the case with many other global brands, IMAX is looking to expand into Asia and Eastern Europe. With Sid Lee having worked on Adidas and other multinational accounts, Lacoursière said “We’ll make sure the [worldwide] learning we have so far we’ll apply to IMAX as well.”
But first things first. Lacoursière said his team is spending time getting to know the IMAX brand and people to start. “We’re meeting with dozens of people to grasp the culture, the product and vision,” he said. Encapsulating the IMAX brand, he called it “part science, part entertainment.”
Known for providing immersive movie experiences, IMAX theatres pair digitally projected images and sound systems and unique theatre geometry. The company’s trademarks include IMAX, IMAX 3D and The IMAX Experience.
Headquartered in New York, Toronto and Los Angeles, IMAX also has offices in London, Tokyo and Shanghai.
On the topic of worldwide offices, is Sid Lee going to open more of its own soon? “We’re thinking of expansion, but there are no confirmed plans yet,” said Lacoursière when asked if Sid Lee will be setting up shop in New York next. “We’re looking far East and far West,” he said with a laugh.
