Omar Oakes
Nov 28, 2017

Lego awards global media to Initiative

The IPG Mediabrands agency takes over from Dentsu Aegis Network’s Carat in Europe and Asia and Publicis Groupe’s Starcom in the US.

Lego awards global media to Initiative
Lego has appointed Initiative as its global media agency after a worldwide review of its planning and buying business.
 
The IPG Mediabrands agency won the account after a competitive pitch and takes over from Dentsu Aegis Network’s Carat in Europe and Publicis Groupe’s Starcom in the US.
 
Julia Goldin, Lego’s chief marketing officer, said Initiative’s "digital-first approach" would help the brand's ambition to bring Lego to more children around the world. The media agency will now work with IPG stablemate R/GA, which has worked with Lego since last year, on a "cross-agency solution" as the Lego brand aims to evolve for the next generation of children. 
 
Carat had held the pan-European media business (including in the UK) since 2004, as well as Asia-Pacific since 2015. Starcom, meanwhile, had handled the US business for the same amount of time.The US is the Danish brand’s largest market.
 
Lego launched the global media review within months of Bali Padda, the former chief operations officer, being promoted to chief executive. Padda, the first non-Dane to run Lego, replaced Jørgen Vig Knudstorp.
 
Initiative has won three major global pitches this year, defending Amazon and picking up Carlsberg. 
 
(This article first appeared on CampaignLive.co.uk)
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
How adspend varies by medium across APAC markets: Warc
Premium
3 minutes ago

How adspend varies by medium across APAC markets: Warc

Japan spends well above global averages on TV and OOH, while China overindexes by 14% on internet spending and India outspends the global average on print by 21%, according to new data from Warc.

Premium
Blog: Ogilvy versus Vivo - whose idea was it anyway
Premium
17 hours ago

Blog: Ogilvy versus Vivo - whose idea was it anyway

The author lists suggestions to avoid such a scenario in the future

Premium
Haier gets 'silent performers' Karmakar, Das and Kaur for silent range of washing machines
Premium
2 days ago

Haier gets 'silent performers' Karmakar, Das and ...

Watch the film conceptualised by Famous Innovations here

Premium
Talkwalker’s Battle of the Brands: Oppo vs Xiaomi
Premium
2 days ago

Talkwalker’s Battle of the Brands: Oppo vs Xiaomi

A weekly round up of the action in the social media space