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Account Wins of the Week

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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

 

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