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Italian Trade Commission retains Sid Lee
By Adnews Staff
The Italian Trade Commission has hired Sid Lee of Toronto as the agency of record its Canadian "Made in Italy" campaign. Sid Lee won the account in an agency review involving four firms. The Italian Trade Commission is an Italian government agency that promotes Italian products and companies. The campaign is being developed in collaboration with the Italian Ministry of Economic Development and the Ministry of Agriculture, Food and Forestry.
"Sid Lee brings a deep understanding of the business and of the marketing challenge, and how we need to go beyond traditional advertising to produce content that resonates with consumers and reintroduces the 'Made in Italy' brand in a dynamic new way," said Pasquale Bova, Italian trade commissioner. "We feel that Sid Lee is the perfect fit."
Sid Lee will oversee the creative development and integrated campaign to promote original Italian foods and wines in Canada. The initiative will begin this month and will include branding, digital marketing, social media activities and content development.