Asher Wins Legoland California

The brickheads have taken over Legoland California.
Asher & Partners, Los Angeles, with a pitch team that dubbed itself “the brickheads” for its presentation to Legoland California executives, won the estimated $10 million account last week. Rogers & Associates in Los Angeles partnered with Asher on the pitch, and will handle public relations duties.
The other finalists in the review were J. Walter Thompson’s Los Angeles office and Bates USA West in Irvine, Calif.
“We’re delighted,” said Joel Hochberg, president of Los Angeles-based Asher. “We feel so good about the product, the client, the uniqueness of helping to give birth to the newest Southern California theme park.”
The agency will be responsible for creative work, media planning and buying and all collateral materials.
Legoland California, a venture of Billund, Denmark-based toy company Lego, is scheduled to open in Carlsbad, Calif., in March 1999. The 128-acre park will include oversized Lego pieces, also know as “bricks.”
Asher & Partners, best known for its anti-smoking work for the California Department of Health Services, will begin work on Legoland April 1, according to Robert Phillips, president of San Diego-based Phillips Marketing, which conducted the review on behalf of the client.
“We presented not just a couple of commercials and a billboard, but a full strategic marketing plan,” Hochberg said.
Barry Schoenfeld, senior vice president and director of strategic planning at Asher, will head the account.