Lego appoints new creative agency Airborne – without informing existing agency

Lego Australia has appointed a new creative agency, Airborne – without a pitch.

The appointment does not affect the position of existing creative agency Host, which is behind the toy maker’s popular ‘Festival of Play’ campaign, Lego’s marketing director told Mumbrella.

Host and PR agency One Green Bean were not informed of the appointment of Airborne, which is aligned to media agency UM, and found out after inquiries were made by Mumbrella.

Lego director of marketing for Australia and New Zealand Caroline Squire said in a statement sent to Mumbrella: “We are a big brand with a small team and have the need to have an agency work with us that can manage the creative traffic driven by our media plans for our Lego theme marketing campaigns. ”

“Not only will Airborne localise our globally-driven creative but also work with media owners to deliver upon the media partnerships and opportunities we develop for our themes. Along with our retained agencies UM (media agency) and One Green Bean (PR agency), who have been in our family for a while now, Airborne will streamline our processes and increase our ability to manage our business in a smarter and more effective way.”

Squire said that Lego prefers to work with a “small stable” of agencies to focus on product rather than brand.

She added: “However we couldn’t let the 50th Anniversary of the Lego brick in Australia pass us by in 2012 and using OGB/Host, who have worked so brilliantly on developing and delivering an amazingly engaging brand campaign to celebrate this, was the right choice for us given their experience and credentials in delivering innovative, engaging and electric master brand campaigns.”


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