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Lego Group takes Initiative with global media agency appointment

Lego Group takes Initiative with global media agency appointment

Lego Group has handed its global media agency brief to Initiative, a division of IPG Mediabrands, following a competitive pitch.

The appointment marks the culmination of a hunt which has taken the better part of the year as Lego Group seeks to reinvent its product offering and positioning to better its traction with advertisers and consumers.

To do this Initiative will focus on ‘cultural branding’ as opposed to ‘brand advertising’ in a deliberate shift which takes into account growing levels of advertising avoidance and evolving consumer behavior.

Julia Goldin, chief marketing officer at The Lego Group, said: "After an extensive global review, we believe that Initiative’s digital-first approach, international reach and strong local insights will support our long-term ambition to bring Lego play to more children around the world.”

Initiative is now celebrating a hat-trick of major client wins having secured the Carlsberg account earlier in the year, and retaining Amazon’s business.

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