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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