By CLAIRE BEALE, campaignlive.co.uk, Friday, 02 August 1996 12:00AM
The Danish toy giant, Lego, is lining up three agencies - J. Walter
Thompson, BMP DDB and Duckworth Finn Grubb Waters - to pitch for its
pounds 6 million UK account.
The agencies have been approached with a view to pitching in September
for two of the Lego accounts: Lego System and Legoland. Lego in the UK
is looking for a single agency to handle both pieces of business.
Kelly Weedon Shute has been responsible for the campaign to launch
Legoland Windsor into the UK. KWS’s campaign will continue to the end of
Legoland’s first operating season, but the agency will not be invited to
repitch for the business.
James Kelly, the chairman of KWS, said: ‘When we were taken on by
Legoland it was for a two-year contract to launch and develop the
project. That contract is now up and we’re not pitching for the new
The UK creative work for Lego System is currently sourced from the
Copenhagen agency, Advance. However, Lego is seeking a UK-specific
creative approach for the brand through a local agency.
Howell Henry Chaldecott Lury will continue to handle European
advertising for Lego System Denmark.
The creative review has been sparked by plans to reposition the Lego
brand to forge a stronger link between the Lego name and its target
market of young children. A single agency will be responsible for
creating an integrated brand identity.
JWT has denied claims that it has client conflicts with the Lego brand.
The agency’s Manchester office handles the rival theme park, Alton
Towers, and it has worked in the past on the rival toy brand, K’Nex, but
no longer has a relationship with the company.
This article was first published on campaignlive.co.uk