The iconic Lego company has appointed Mediabrands' recently acquired creative agency Airborne to handle project work in the Australian and New Zealand markets.
This marks the second win Airborne has secured in as many weeks. The agency snagged the Georg Jensen account last week.
Airborne will work closely with its sister agency UM to create a campaign for the Lego brand in the local market.
Lego director of marketing for Australia and New Zealand Caroline Squire said: “We see great advantage in closely aligning our creative work with media strategy and execution. Having UM and Airborne work seamlessly will ensure both media and creative led opportunities are leveraged, with close collaboration between LEGO Australia, Airborne, UM and our media partners.”
Mediabrands executive chairman Henry Tajer said: “It is great to see a brand of LEGO’s stature embracing the simplicity of fully integrating creative and media executions. Since Airborne joined the group, we have increasingly seen how creative work can influence media execution and vice versa. What emerges is undoubtedly more focused and effective work for clients.”
Mediabrands acquired its digital and creative arm Airborne earlier in the year. The move surprised much of the market as Mediabrands traditionally housed media agencies.
The acquisition has sparked debate within the industry as to whether some type of 'full service' agency model will return to the Australian market en masse.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.