Lego appoints BBH to global corporate advertising project

Lego has appointed Bartle Bogle Hegarty to develop its first international advertising in 25 years. Work for the brand is set to break next year.

Lego has appointed Bartle Bogle Hegarty to develop its first

international advertising in 25 years. Work for the brand is set to

break next year.



The appointment does not affect BMP DDB’s tenure as the agency for Lego

UK and Legoland in Windsor and appears unlikely to affect its creative

agencies in Europe - including HHCL & Partners - which have individual

product briefs.



The move reunites the BBH creative director, John Hegarty, with Lego,

which he worked on as the creative director of TBWA in the 80s. TBWA

created the’kipper’ commercial in which a Tommy Cooper soundalike

explained how Lego is transformed into monsters and missile-eating

machines.



Separately, the Silver Spoon Company has hired BBH and Motive

Communications to the pounds 3 million advertising launch of Fruit

Spooners, a range of chilled fruit compotes. Three agencies competed for

the task following DMB&B’s resignation because of a potential conflict

with its St Ivel business.



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