LEGO gets new Initiative

IPG Mediabrands’ Initiative has been awarded global media duties for the LEGO Group following a 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.
Earlier this year the agency reinvented its product offering and positioning to focus on “cultural branding” instead of “brand advertising”.
“Many of us grew up building dreams with the LEGO brand, and we look forward to connecting with Malaysians in a culturally relevant manner and bringing the joy of creative play and learning to every Malaysian ‘child’,” said Kristine Ong (picture) , Managing Director of Initiative Malaysia.
“After an extensive global review, we believe 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,” commented Julia Goldin, Chief Marketing Officer of The LEGO Group.
Mat Baxter, Global CEO of Initiative added, “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.”
The LEGO Group is the third global client to appoint the agency this year, following the Carlsberg win and retaining the Amazon business.

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