NEWS: Three-way contest for pounds 6m UK Lego account

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 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

account.’



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

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs