The Danish toy company is reportedly seeking to address an issue regarding its media business in Korea, and to raise its profile in Asia-Pacific as a whole, where it has yet to achieve the same level of brand awareness as in Europe.
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 the exact timing of the regional pitch remains unspecified, an agency source stated that it would take place in the second half of this year.
Lego pitches media in Korea ahead of regional review
SEOUL - Construction toy manufacturer Lego Group has called a pitch on its US$500,000 media account in Korea, in what is believed to be the start of a regional review process across Asia-Pacific worth an estimated $20 million.
