Initiative wins global media mandate for The Lego Group

The account was won post a multi-agency pitch.

In a recent announcement, The Lego Group, has appointed Initiative a media agency from the stable of IPG Mediabrands as global media agency. The account was won post a multi-agency pitch.

Julia Goldin, chief marketing officer, The Lego Group, says in a press release, "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.”

Mat Baxter, global CEO, Initiative, says in a press release, "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."

Leigh Terry, CEO, IPG Mediabrands APAC, says in a press release, "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."