Lego settles regional media pitch

Lego has appointed Carat Asia Pacific as its media agency for the regional market. Sources close to the pitch have indicated that Carat and Starcom were the last two agencies battling it out in the final round.The pitch was initially called in July this year. The pitch covers markets such as Singapore, Malaysia, Indonesia, Hong Kong and Taiwan, Marketing understands from its sources. Prior to the appointment, Lego did not have one consolidated media agency for the region.Carat declined to comment on Marketing's queries. Marketing has also reached out to Lego for a comment.Lego has been actively pushing its marketing agenda in Singapore to build brand awareness with the local public. Earlier this year Lego also signed on Iris Worldwide Singapore on a project to help rejuvenate and garner brand awareness for the brand in Singapore.Meanwhile, in its financial statements for the first half of 2015, Lego Group's revenue for the first half of 2015 increased by 23% in DKK to DKK 14,142m compared with DKK 11,458m for the same period last year.Executive vice president and chief commercial officer of Lego, Loren I. Shuster then said in a statement:“While all our regions experienced double digit growth during the first half of 2015, it is particularly satisfactory that Asia saw the highest growth rates given the considerable investments we are making there to further the company’s globalisation.”During the first half of 2015, the Lego Group also grew its staff count globally, and today the Lego Group employs more than 15,000 people. Since 2010, the number of employees has increased by more than 50%.