Lego Group is believed to have awarded its global advertising business to Rainey Kelly Campbell Roalfe/Y&R. Agencies pitching included Ogilvy & Mather Worldwide, BBDO Worldwide, Publicis Marche and Bates Worldwide and incumbent McCann-Erickson Worldwide.
Lego's annual budget is estimated at around $20 million. In Denmark and Scandinavia, Lego has used three to four regional agencies, including Copenhagen-based ADtention, Advance, SCAN-AD, and L&P Reklame.
Lego is seeking to reposition itself in Europe and the U.S. as a high-tech and high-price brand whose business is closely connected to the global entertainment industry and away from its traditional toy maker roots.
This switch in profile began in 1998 after a serious fall in Lego profits due to poor sales. At this point, Lego decided to revitalize its business by collaborating with what company officials label "Hollywood brands". Most recently, Lego joined forces Warner Bros. to launch a toy series tied to the movie ``Harry Potter and the Philosopher's Stone.''