Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
The Lego Group has handed its global media duties to Initiative, an IPG Mediabrands agency, after a competitive review.
Since 2000, Publicis Groupe’s Starcom had controlled the Danish toy company’s advertising planning and buying duties in the U.S. According to Adweek sources, Lego placed its global media business in review this summer after seeing disappointing sales in 2016 and amid a decade-long turnaround effort.
Initiative said in a press release that it “reinvented its product offering and positioning” earlier this year to help find solutions for clients struggling to adapt to “advertising avoidance and radical shifts in consumer behavior.”
“We are excited about working with the Initiative team to connect with parents and kids in new, innovative ways,” said Lego CMO Julia Goldin.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in