Cirque du Soleil is aggressively "seeking to create artistic experiences -- or content -- that help brands appeal to their key audience," said the Montreal-based entertainment troupe's CEO Daniel Lamarre. Matching the brands that work well with Cirque's artistry is a balancing act, analysts say, though 2010 partnerships - Microsoft Kinect for XBox 360 at the Electronic Entertainment Expo -- seemed right sized. "Brands like Google, Coca-Cola and Nike, which have strong identities that complement Cirque du Soleil's strengths, could be great partners," says Nigel Hollis, Millward Brown chief global analyst.
Cirque du Soleil lines up brands
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