Toy manufacturer Lego has ap-pointed Motive to advise the company on pan-European media strategy for its toys division. Lego is believed to spend over 20m on media .
This is the first time the company has appointed a strategic planning agency across Europe. A spokesman for the company stresses that existing media buying arrangements in each market are unaffected.
European advertising director Ole Primdahl says: “Centralising the strategic direction that both brand and product communication takes is a logical step in ensuring a consistent and focused dialogue with the core consumer across Europe.”
Lego is planning its first corporate branding campaign. A spokesman for the company says: “This is the first Lego corporate campaign for some years. It is too early to say what it will include, although it is likely to bring together all elements of the Lego business.”
Last year Lego spent 8m on its toy brands in the UK which include Duplo, Technic and the Lego building system.