BMP DDB has won the 5m Lego and Legoland account in the UK.
The agency scooped the account in a ten-week battle against Delaney Fletcher Bozell and Duckworth Finn Grubb Walters.
The decision came late last night after the toy giant had seen two pitches each from the three agencies.
Lego had seriously thought about splitting the account between its core toy bricks business and its Windsor-based theme park. But it decided to keep them together.
Joanna Oswin, marketing manager for Legoland, says: “The creative concept and strategy BMP presented to us combines impact and innovation with humour, which will be flexible across all media. We aim to strengthen the synergy between the Lego brands.”
HHCL & Partners, Advance of Copenhagen and Rive Gauche, Paris will remain as the creative agen cies for the Lego Group in European markets.
The media for both British parts of the business will be bought by CIA Medianetwork.