Carat leads Lego account in Europe

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[London] Lego has appointed Aegis' Carat as lead agency on its estimated $65 million European account for Legoland Parks and Lego play materials in 16 European markets after a six-month review aimed at increasing effectiveness and reducing the number of agencies used. Lego said that it hopes to finish similar media benchmarking reviews soon in the U.S. and Japan. Carat pitched against the main incumbent Publicis Groupe's Starcom Motive, which handled the business in eight markets, and Lego's German media agency Mediaplus, which retains the business in Germany, Austria and Switzerland; and Grey Global Group's MediaCom.
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