Lego Awards Its Global Media Remit To Initiative

Lego has appointed Initiative as its global media agency after a worldwide review of its planning and buying business.

- Omar Oakes

The IPG Mediabrands agency won the account after a competitive pitch and takes over from Dentsu Aegis Network’s Carat in Europe and Publicis Groupe’s Starcom in the US.

Julia Goldin, Lego’s chief marketing officer, said Initiative’s “digital-first approach” would help the brand’s ambition to bring Lego to more children around the world.

The media agency will now work with IPG stablemate R/GA, which has worked with Lego globally since earlier this year, on a “cross-agency solution” as the Lego brand aims to evolve for the next generation of children.