Initiative, the media agency within IPG Mediabrands, has been awarded global media duties for the LEGO® Group following a competitive pitch process. 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.

"We are excited about working with the Initiative team to connect with parents and kids in new, innovative ways. 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,” said Julia Goldin, Chief Marketing Officer of The LEGO Group.

"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," said Mat Baxter, Global CEO of Initiative.

“With more than half the world’s children locally in our region (over 1 billion children 0-14 in Asia according to United Nations: 2017 World Population Prospects), we are truly excited and inspired to help Lego in its ambition to bring creative play and learning to more children,” said Leigh Terry, CEO IPG Mediabrands APAC.