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Canadian Olympic Committee hires Sid Lee

The Canadian Olympic Committee has retained Sid Lee as its creative agency of record through the Tokyo 2020 Olympic Games. The account was previously held by Cossette. Sid Lee won the account in a review process. The assignment includes brand strategy and creative planning intended to create a more integrated identity for all of the organization's activities. This will involve focusing on the personal stories of athletes in order to encourage Canadians to support them.

"The COC is proud to partner with a major player like Sid Lee," said Derek Kent, chief marketing officer for the organization. "Their iconic sports experience is vast, relevant and in line with the vision we have to take the COC brand to the next level. We are excited to begin this work together to make Team Canada the most magnetic, inspirational and valuable national sports brand in Canada."

The Canadian Olympic Committee also makes use of media agency OMD, digital agency Zync and public relations firm North Strategic.

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