6/10/2013

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.

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