Lego chooses on-the-up Initiative for global media

Not so long ago Interpublic’s Mediabrands looked dead in the water as a media force outside the US but now its Initiative agency has won Lego globally from Publicis Groupe’s Starcom in the US and Aegis’ Carat in Europe.

Lego already works with IPG’s R/GA on what it calls “cross-agency” projects.

Such media reviews often seem a game of swings and roundabouts but Initiative seems to be on a roll. Already this year it has been re-appointed by $1bn Amazon, rapidly becoming one of the world’s elite advertisers, and also won Carlsberg. Mediabrands’ other agencies are UM and out of home specialist Rapport.

Lego CMO Julia Goldin says: “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.”

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