Lego to kick off pounds 60m media pitch

Lego is reviewing its media business worldwide and has also lined up Wieden & Kennedy and St Luke’s to pitch for a major new international project.

Lego is reviewing its media business worldwide and has also lined

up Wieden & Kennedy and St Luke’s to pitch for a major new international

project.



The moves are part of a rethink of Lego’s worldwide communications

strategy. This saw the appointment of Ammirati Puris Lintas this summer

to create advertising aimed at four- to nine-year-old boys on a global

basis.



On the media front, it means individual media reviews conducted for the

US, Europe and the rest of the world. However, centralisation of Lego’s

pounds 60 million media spend under one roof has not been ruled out.



The toy giant’s media buying is handled on a region-by-region basis,

with CIA Medianetwork being the incumbent in Europe, including the

pounds 8 million UK account. Lego has been with CIA in the UK since 1987

but it is in talks with European media networks, although a shortlist

has yet to be finalised.



Marco Ilincic, the marketing manager for seven- to 16-year-old targeted

products in northern Europe, denied that there was a formal pitch,

adding: ’We are perfectly happy with CIA but are constantly reviewing to

ensure that we’re receiving the right media at the right price.’



In the US, the incumbent, Western Initiative Media, McCann-Erickson, TN

Media and Starcom are understood to have been invited to pitch for the

dollars 40 million media business.



Lego has also held a creative pitch for an agency to handle a major

international campaign for one of its products which has not been

advertised before. St Luke’s and Wieden & Kennedy Amsterdam have pitched

for the project, and the work is in research.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).