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IPG’s Initiative wins global media duties of The Lego Group

This is the third global client to appoint the agency this year, following the Carlsberg win and retaining the Amazon business. The mandate includes 50 markets, along with India

Initiative, a media agency within IPG Mediabrands, has been awarded global media duties for the Lego Group following a competitive pitch process. The mandate includes 50 markets along with India. The company hasn’t advertised much in the Indian market till now. However, the company is likely to increase its spends in India.

In the US market, Publicis’ Starcom handled the account since 2000.


This is the third global client to appoint the agency this year, following the Carlsberg win and retaining the Amazon business. For Lego Group,Initiative will work in close coordination with its sister agency R/GA in some of the markets.

The Lego Group is one of the world's leading manufacturers of play materials, based on the iconic Lego brick. The company has products aimed at developing children and its mission is to inspire and develop the builders of tomorrow through creative play and learning.

Julia Goldin

"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, The Lego Group.

In a press statement, IPG mentioned that agency had “reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behavior. The agency understands the nuances of culture and will lead clients through changes in our industry by focusing on "cultural branding" as opposed to historical "brand advertising."”

Mat Baxter

"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. We’re thrilled to be part of their team," said Mat Baxter, Global CEO, Initiative.

Leigh Terry

“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.

The agency’s new vision and product offering are working, attracting some of the world’s most creative, pioneering and culturally-focused businesses.

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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