IPG Mediabrands agency UM has retained the media account for iconic toy brand LEGO here in Australia following a competitive review.

UM has held the account for 14 years, and the news coincides with Initiative being awarded the global media duties for the LEGO Group after a competitive pitch process.

Leigh Terry, chief executive of IPG Mediabrands for the Asia-Pacific region, said: “With more than half the world’s children locally in our region (over one billion children zero to 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.”

Initiative’s global CEO, Mat Baxter, said: “The LEGO brand and iconic products have a special place in the lives of children and parents, and we’re honoured they’ve entrusted us with such a big responsibility. We’re thrilled to be part of their team.”

Julia Goldin, chief marketing officer at The LEGO Group, said: “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.”