'Rebuild the world' for Lego by BETC Paris and The Lego Agency.
The IPG Mediabrands agency takes over from Dentsu Aegis Network’s Carat in Europe and Asia and Publicis Groupe’s Starcom in the US.
Besides gobbling up new business, the trend is drawing more talent client-side in the UK
With the biggest film of 2014 under its belt and licensing partnerships that span Star Wars, Harry Potter and Lord of the Rings, it's hard to believe Lego was once clueless about branding
Company says it will not renew contract with the oil giant.
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