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Danish toymaker Lego Systems is talking to agencies about a handful of new global assignments with total billings of $30 million.
The new, global approach is a change in the toymaker’s ad strategy. Previously, Lego’s bread and butter was product-specific advertising that varied by country.
“We have briefed some agencies on some global campaigns,” said Leo Bogeholm Madsen, senior vice president of marketing at Lego in Billund, Denmark. Two tasks have already been assigned. Ammirati Puris Lintas in New York (Lego’s lead U.S.
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