While specific details as to the motivation of the pitch have not been disclosed, the toy company is reportedly seeking to improve the handling of its media business in Korea, and to raise its profile in Asia-Pacific, where it has yet to achieve the same level of brand awareness as in Europe. The move followed a similar review held recently in Latin America.
Lego’s regional media business is currently split between GroupM and Omnicom agency OMD.
OMD is understood to be competing for the Korean account through an operation within Lee DDB, while GroupM is also taking part in the pitch.
Lego begins regional media pitch
SEOUL - Danish toy maker Lego Group has called on agencies to pitch for its US$500,000 media account in Korea, in what is believed to be the start of an Asia-Pacific-wide review worth about US$20 million.
