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Creative Business on the Move Lego

Business on the Move: Lego Group, BMW,, Japan Airlines and more


By Jessica Goodfellow, Media Reporter

December 1, 2017 | 5 min read

Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.

Lego Group has handed its global media agency brief to Initiative

Lego Group has handed its global media agency brief to Initiative

Agency wins

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

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

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

BMW UK has appointed digital agency Zone as its retained retail marketing services agency for its BMW, Mini and Motorrad brands in the UK and for Rolls-Royce globally. Zone won the brief following a final five-way pitch initiated by The Observatory International.

The agency has been tasked with helping BMW Group UK support its 400+ UK and 137 global Rolls-Royce retailers, providing them with a lead generation and aftersales support programme. The work will feature rapid development of tools for customers, as well as content marketing and localised insight and data tools for retailers. has awarded Publicis London its Pan-European creative advertising account in a competitive pitch against a number of undisclosed agencies.

The above-line-account win includes TV, video-on-demand (VOD), print, and social. The agency has been tasked with developing an innovative, creative platform that will cut through what has become an increasingly saturated market.

MetLife, the insurance and financial services company, has appointed MediaCom to lead all media planning and buying in the US.

After a six-month review, the GroupM-owned agency was selected to cover all of MetLife’s business lines in the US, including retirement and income products, property and casualty, and group benefits.

Japan Airlines has appointed M&C Saatchi Japan as its creative agency responsible for its new global branding.

The appointment follows a four-way pitch held earlier this year. The new brand message will be reflected in its TVCs and YouTube videos and aired in JAL’s key international markets of the US, Europe and Asia.

Bankwest has appointed WPP AUNZ Group as its marketing communications agency, effective January 2018.

WPP will manage all of Bankwest’s communication needs via a central holding group model, integrating various agencies from within the group, including its current media agency Ikon Communications.

The WPP Sydney-Perth team will tap into a talent collective drawn from a number of WPP AUNZ agencies including Ikon Creative, Ogilvy Sydney, The Brand Agency, VML, PPR, Prism, Play Events, Kantar and Hogarth.

Vax, the electrical goods brand, has appointed Bigdog as its lead creative agency following a competitive two-way pitch.

The contract will see the team at Bigdog, led by associate director Harman Randhawa, support Vax as it seeks to grow the category and gain market share.

The work will focus on above-the-line creative strategy and campaign delivery, with brand and product-led campaigns including DTRV and press. The first activity, set to launch in Spring 2018, will centre around a new product launch for the brand.

Creative communications agency Wire has won three new clients; Highlands and Islands Enterprise (HIE), Edinburgh Tourism Action Group (ETAG) and Beatson Cancer Charity.

Having been appointed as a supplier to HIE’s Marketing and PR services framework in September, the agency won a competitive tender process to take on integrated marketing for the organisation’s innovation services. The agency will lead on creative, PR, and digital strategy for the offering throughout the year, driving engagement with the service in the region.

Edinburgh Tourism Action Group has employed the agency to lead on wider media and stakeholder engagement strategy.

Beatson Cancer Charity has appointed the group as its project-based creative agency – leading creative conception and delivery of an experiential Christmas campaign to be launched in the coming weeks.

Dash-cam specialist, Nextbase, has appointed Black and Ginger to create a new brand identify that will be rolled out into the US market in 2018.

As part of a separate brief from Nextbase, Black and Ginger has also been tasked with creating a radio advertising campaign to help launch the brand’s new DAB radio adaptor, which converts any car radio into a DAB radio. The campaign runs until the end of December across digital radio stations including Absolute and Jazz FM.

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