Lego Group, Billund, Denmark, assigned McCann-Erickson Worldwide to handle global brand strategy. The new appointment is part of Europe's biggest toymaker's aim to become the top children's brand in the world in the next three to five years. McCann companies will carry out particular assignments alongside the strategic work. In addition, McCann will advise Lego on other communications handled by competing agencies. McCann's London office will spearhead the effort.
Copyright January 2000, Crain Communications Inc.