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Initiative is LEGO’s New Global Media Agency

IPG Mediabrands’ Initiative has been awarded  The LEGO Group global media duties following a pitch process. Publicis Groupe's Starcom was the U.S. incumbent since 2004.

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What: IPG Mediabrands’ Initiative has been awarded  The LEGO Group global media duties following a pitch process.
Why it matters: Publicis Groupe’s Starcom was the U.S. incumbent since 2004.

IPG Mediabrands’ Initiative has been awarded  The LEGO Group global media duties following a pitch process.

Publicis Groupe’s Starcom was the U.S. incumbent since 2004.

“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 of The LEGO Group.

“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 of Initiative.

The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.

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