Building Success – Initiative Lands Iconic LEGO Business

December 12, 2017 | Share this article

Earlier this year, Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behavior. Its revised proposition is based on a clear understanding of the nuances of culture; Initiative being an agency that can lead clients through changes in our industry by focusing on “cultural branding” as opposed to historical “brand advertising.”

It’s a propostion that is clearly resonating with brands – and the latest proof of this is that the LEGO Group – one of the world’s leading manufacturers of play materials –  has appointed Initiative to be its global media agency of record.

LEGO is an iconic brand that is committed to developing children, with a mission is to inspire and develop the builders of tomorrow through creative play and learning. In Mat Baxter’s words, “The LEGO brand and iconic products have a special place in the lives of children and parents, and we’re honored they’ve entrusted us with such a big responsibility. We’re thrilled to be part of their team.”

Meanwhile, Julia Goldin, chief marketing officer at The LEGO Group, said: “After an extensive global review, we believe that Initiative’s digital-first approach, international reach and strong local insights will support our long-term ambition to bring Lego play to more children around the world.”

This is the third global client to appoint Initiative this year, following the agency’s Carlsberg win and Amazon retention. It’s clear that the agency’s new vision and product offering are working, attracting some of the world’s most creative, pioneering and culturally-focused businesses.