By John Glenday

Lego Group has handed its global media agency brief to Initiative, a division of IPG Mediabrands, following a competitive pitch.

The appointment marks the culmination of a hunt which has taken the better part of the year as Lego Group seeks to reinvent its product offering and positioning to better its traction with advertisers and consumers.

To do this Initiative will focus on ‘cultural branding’ as opposed to ‘brand advertising’ in a deliberate shift which takes into account growing levels of advertising avoidance and evolving consumer behavior.

Julia Goldin, chief marketing officer at The Lego Group, said: “After Read full story ›

Source: The Drum