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