IPG Mediabrands’ Initiative has been awarded global media duties for the LEGO Group following a competitive pitch process.

Earlier this year, Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and shifts in consumer behavior. The agency now aims to lead clients through changes in the industry by focusing on “cultural branding” as opposed to historical “brand advertising”.

“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,” says Julia Goldin, chief marketing officer of The LEGO Group.

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

The LEGO Group is the third global client to appoint the agency this year, following the Carlsberg win and retaining the Amazon business.

Initiative and R/GA, both part of Interpublic Group of Cos. (IPG), formed a cross-agency solution to serve the diverse needs of the brand as it evolves for the next generation of consumers.