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Casvet to be IIDEX business keynote

 1 July 2009      

TORONTO (30 June 2009) - As one of the key strategists behind Cirque du Soleil's marketing machine, Bertrand Cesvet knows a thing or two about breaking barriers and merging creative disciplines. Cesvet will be the IIDEX/NeoCon Canada 2009 Business Keynote, speaking on Thursday, 24 September at 10am.

Cesvet (photo at left) is chairman and senior partner at Sid Lee, a creative services company with more than 300 employees and collaborators, known as "artisans," spread across Montreal, Amsterdam and Paris.

In 1997, Cesvet became employee number 11 at a then-fledgling graphic design shop in Montreal, called Diesel Marketing. With his two business partners, Jean-François Bouchard and Philippe Meunier, he set out to turn it into one of the most original marketing companies in the world.

According to Cesvet, their work with Cirque du Soleil was inspirational, "they became our mentors and (founder and CEO) Guy Laliberté was very inspirational for us. He stressed the importance of recruiting talented and creative people and selling a product - he was a master at that - and we started believing everything was possible for us as well."

Today, the company is called Sid Lee (an anagram of Diesel).  It is renown as a cultural and commercial incubator with expertise in advertising, graphic design, interactive communication, interior design, retail architecture, industrial design and experiential design.

Cesvet is also a co-author of the groundbreaking 2008 book, Conversational Capital: How to Create Stuff People Love to Talk About, with Tony Babinski and Eric Alper. Based in Paris, he heads Sid Lee's two European offices but splits his professional life between North America and Europe. He holds a BA in economics and an MBA from McGill University.

In his keynote, Cesvet will demonstrate commercial creativity in action, presenting Sid Lee's work for Adidas Originals which spans multiple consumer touch points, from store design to mass and interactive communications.

This year the Green Building Festival (GBF) has co-located its conference and exposition with IIDEX/NeoCon Canada Exposition. The two shows have forged a strategic partnership to advance the educational opportunities on sustainable design and architecture, offer an expanded range of exhibitors focused on sustainability, and develop site tours to create one of the largest green building and design events in Canada.

The Green Building Festival will present their conference on 23 and 24 September and hold a co-located exposition with IIDEX on the 24 and 25.

Owned by the Association of Registered Interior Designers of Ontario (ARIDO), IIDEX is Canada's largest trade event and conference for the architectural and interior design communities. This year's event will be held at Direct Energy Place in Toronto on 24 and 25 September. The conference will run from 23 to 26 September.

For more information, visit the web site at

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