Initiative takes over Lego APAC media account from Carat after global win

Hot on the heels of winning Carlsberg, Initiative has scooped the global media account of The Lego Group following a pitch.

The IPG Mediabrands-owned agency will take over duties from Dentsu Aegis’ Carat in Asia-Pacific, which originally won the brand’s consolidated media account in 2015.

Initiative said it would help the Danish toy company, which recently axed 1,400 jobs, focus on “cultural branding” as opposed to historical “brand advertising”.

“With more than half the world’s children locally in our region (over one billion children aged between 0-14 in Asia according to United Nations), we are truly excited and inspired to help Lego in its ambition to bring creative play and learning to more children,” said Leigh Terry, chief executive officer of IPG Mediabrands APAC.

As well as winning Carlsberg, Initiative also recently retained the global Amazon business.

In Asia, Lego has largely focused on encouraging children’s playtime in a region where academic achievement is often prioritised above play.

In 2016, the brand and iris Singapore created a three-minute film in which a Taiwanese boy draws his father’s attention to his sense of imagination in dramatic fashion.

This year, Lego and iris followed up the theme again with the film ‘Build Amazing’, which featured a group of children creating a flying rainbow using Lego bricks. 

However, Lego reported its first fall in sales in more than a decade in September, which led to it cutting eight per cent of its work force.

The brand said it could not promise a return to growth in the next two years, but would “press the reset button” on its business as a whole.


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