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Out of context: Reply #16
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Why the change_
After nearly a decade of being mistaken for a fashion label, locally based marketing agency Diesel has decided to change its name to Sid Lee .
“It was time for us to move on and choose a name that was ours and that we didn't have to share,” company president J.F Bouchard.
Diesel is also the name of an Italian clothing manufacturer, best known for its line of designer jeans.
Sid Lee began as a design firm in 1993 but has since morphed into an ad agency with a client list that includes Cirque de Soleil, Red Bull, and the MGM Grand hotel in Las Vegas.
The agency's new name is an anagram of Diesel, a fact that is featured prominently on their redesigned website www.sidlee.com