NEWS: BMP DDB gains pounds 5m Lego UK toy account

By EMMA HALL, campaignlive.co.uk, Friday, 18 October 1996 12:00AM

BMP DDB has beaten Duckworth Finn Grubb Waters and Delaney Fletcher Bozell to become the UK guardian of the famous Lego brand.

BMP DDB has beaten Duckworth Finn Grubb Waters and Delaney Fletcher

Bozell to become the UK guardian of the famous Lego brand.



Lego called a review of its advertising in August, after it had

established the Legoland theme park in Windsor.



The decision was also taken to harmonise advertising for the theme park

with work on Lego UK, the traditional Lego brick, which had previously

been handled across Europe by the Copenhagen-based agency, Advance.



BMP will work on a project basis with Lego UK on the Lego toy business.

The win could bring pounds 5 million in new billings to the agency.



Joanna Oswin, the marketing manager for Legoland Windsor, said: ‘The

creative concept and strategy BMP presented combines impact and

innovation with humour, which will be very campaignable and flexible.’



BMP has been charged with positioning Lego as an established but

relevant product, while keeping the brand’s distance from the fashion

end of the toy market.



Jorian Murray, a board account director at BMP, said: ‘Legoland is

light years away from the average theme park, and our advertising will

reflect that stature.’



CIA Medianetwork remains the media buyer for Lego UK and Legoland

Windsor. Howell Henry Chaldecott Lury, Advance and Rive Gauche of Paris

remain the three creative agencies for the Lego Group across Europe.



Lego claims a 97 per cent awareness rate in the developed world, but has

been faced with falling market share and greater competition from rival

brands.



This article was first published on campaignlive.co.uk

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