The Lego Group appoints IPG’s Initiative as global media agency

Initiative, the culturally-driven media agency within IPG Mediabrands, has been awarded the global media duties for the Lego Group following a competitive pitch process. 

Earlier this year, Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behaviour. The agency understands the nuances of culture and aims to lead clients through changes in the industry by focusing on ‘cultural branding’ as opposed to historical ‘brand advertising’. 

The Lego Group is the third global client to appoint the agency this year, following the Carlsberg win and retaining the Amazon business. The agency’s new vision and product offering are working, attracting some of the world’s most creative, pioneering and culturally-focused businesses. 

The Lego Group is one of the world’s leading manufacturers of play materials, based on the iconic Lego brick. 

“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 of The Lego Group. 

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

“With more than half the world’s children locally in our region (over 1 billion children 0-14 in Asia according to United Nations: 2017 World Population Prospects), we are truly excited and inspired to help Lego in its ambition to bring creative play and learning to more children,” said Leigh Terry, CEO, IPG Mediabrands APAC. 

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.


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