Lego Appoints Initiative As Global Media AoR; Retains Vizeum In MENA

IPG Mediabrands’ Initiative has been awarded the global media duties for the LEGO Group following a competitive pitch process. The development however does not impact the Middle East & North Africa (MENA) region, where Dentsu Aegis Network’s Vizeum has retained the business.

Earlier this year Initiative reinvented its product offering and positioning to find alternatives for marketers struggling with advertising avoidance and shifts in consumer behavior. Addressing culture nuances, the agency focused on ‘cultural branding’ as opposed to historical ‘brand advertising’.

“We are excited about working with the Initiative team to connect with parents and kids in new, innovative ways. 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,” said Julia Goldin, Chief Marketing Officer, The LEGO Group.

“The LEGO brand and iconic products have a special place in the lives of children and parents, and we’re honored they’ve entrusted us with such a big responsibility. We’re thrilled to be part of their team,” added Mat Baxter, Global CEO of Initiative.

The LEGO Group is the third global marketer to appoint the agency this year, following the Carlsberg win and retaining the Amazon business.

Initiative and R/GA, both part of Interpublic Group of Cos. (IPG), formed a cross-agency solution to serve the diverse needs of the brand as it evolves for the next generation of children.


Editor’s Note: The report was updated to reflect the impact of the development in the MENA region

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