Lego appoints Initiative as its global media agency

Lego Group has appointed Initiative as its global media agency following a competitive pitch.

The IPG Mediabrands agency takes over from Dentsu Aegis Network’s Carat in Europe, and Publicis Group’s Starcom in the US.

Lego Group is hoping to reinvent its product offering and positioning to target consumers more closely, whilst focusing on ‘cultural branding’ as opposed to ‘brand advertising’.

Julia Goldin, Lego’s chief marketing officer 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 also managed to secure Carlsberg’s accounts this year, and retain Amazon’s business.