The Lego Group tipped to be on hunt for global media partner

The Lego Group is on the hunt for a global media agency.

According to an article on Adweek, the pitch is still in early stages and a Lego spokesperson told the publication that the group regularly reviews its contracts and this is “standard business practice”.

Currently. the group works with numerous agencies around the world. In Asia Pacific, it last appointed Carat to handle duties following a pitch. The pitch was initially called in July 2015 and saw Starcom and Carat battling it out in the final round. The markets covered included Singapore, Malaysia, Indonesia, Hong Kong and Taiwan. The appointment also marked Lego’s first consolidated media agency appointment for the region.

Marketing has also reached out to Lego for a comment on whether the new round of pitch would impact APAC.

Locally LEGO Group has been calling on all Singaporeans to showcase their creativity by recreating and redefining the country’s most significant local icons using LEGO bricks in their #BuildAmazingSG campaign. It is also trying to foster creativity by asking parents to nurture creativity and invest on quality play time with their children with the #LEGOBuildAmazing campaign.

Meanwhile, Lego’s Australia & New Zealand senior director of marketing, Troy Taylor also took on the general manager role of Lego Hong Kong, Macau and Taiwan business in May. He succeeds Pater Fung, the current country manager of Lego Hong Kong.

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