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Why Lego's in-house agency turned to BETC for its biggest global campaign to date

Lego has just unveiled its biggest campaign in 30 years, focused on how its humble brick can help kids ‘Rebuild the World’. However, instead of doing it all in-house, its internal creative shop cherry-picked BETC to partner on the push. Here the boss of The Lego Agency explains why (and how) it rebuilt its own models of working.

18 months ago, Rémi Marcelli orchestrated an unusual move for a marketer leading his own 480-strong creative shop: he asked his in-house agency to pitch against an external one for its biggest brief in three decades.