UK agency wins Lego global brief

Mother London is understood to have won a contested pitch to create a global campaign for Lego, the Danish toymaker.

Mother won the brief, which is understood to have been run out of Lego’s headquarters in Billund, Denmark, after seeing off competition from a selection of agencies.

A spokeswoman for Lego would not comment on whether Mother had won the brief, but told Campaign: “I can confirm that Mother London has participated in a pitch for a single global campaign. Mother has made a good impression as a creative agency, but our global advertising agency remains our internal Lego agency.”

Rainey Kelly Campbell Roalfe/Y&R held Lego’s global advertising account between 2001 and 2004 but, apart from that, the brand has traditionally used agencies on a project-by-project basis.