Initiative – Lego
Lego has appointed Initiative as its global media agency after a worldwide review of its planning and buying business. The IPG Mediabrands agency won the account after a competitive pitch and takes over from Dentsu Aegis Network’s Carat in Europe and Publicis Groupe’s Starcom in the US. The media agency will now work with IPG stablemate R/GA, which has worked with Lego since last year, on a “cross-agency solution” as the Lego brand aims to evolve for the next generation of children. Carat had held the pan-European
