Sid Lee has been appointed lead global agencies for Absolut Vodka. According to the press release the agency “will lead the development of creative work across advertising, branded content, digital and a significant body of experiential work”. Among the reasons for choosing Sid Lee, Mathias Westphal, Global Brand Director at Absolut says Sid Lee can help the brand to move “from the world of telling stories to creating experiences at the bleeding edge of culture that inspire and engage its consumers.” Sounds impressive – whatever it means. In any case, well done, Sid Lee!