RKCR triumphs after five-way contest for worldwide Lego job

Rainey Kelly Campbell Roalfe/Y&R has triumphed in the pitch for the

£60 million global Lego account.

It won the business from the Danish toy giant after a final shoot-out

against McCann-Erickson Worldwide. The original pitchlist had included

Leo Burnett, Lowe Lintas and Saatchi & Saatchi.

Lego is looking to bolster its advertising presence in Europe and the US

in line with its intended bid to transform itself from a traditional toy

maker into a more hi-tech brand. In keeping with this strategy, it

formed a partnership with Universal Music International for the launch

this spring of Lego Technic Bionicle, a range of multimedia CD-Roms and


RKCR/Y&R's appointment marks a more united worldwide communications

strategy for Lego, which has had various advertising partners over the

past few years.

Lego parted company with Bartle Bogle Hegarty, the agency behind the

"box" ad, in 1999, handing its global advertising brief to Ammirati

Puris Lintas. McCann-Erickson was also appointed for a global corporate

project in January last year. In addition, a large part of the Lego

creative work has previously been handled by Lowe Lintas & Partners in

New York and subsequently adapted for other markets.

Lego is also understood to be looking for regional media planning


However, Starcom Motive remains the incumbent for the £24 million

Northern European business, which includes the UK, Ireland, Scandinavia,

Luxembourg, Belgium and the Netherlands.

Lego is still owned by its creators, the Kristiansen family. It is based

in Billund, Denmark and owns theme parks in California, Denmark and