Lego asks BBH to build global plan

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LONDON -- Lego has appointed Bartle Bogle Hegarty, London, to conduct a strategic brand analysis exercise during the next few months with the aim of developing Lego's first international brand advertising in 25 years.

The Billund, Denmark-based marketer's appointment has no immediate effect on its relationships with ad agencies on a country by country basis. Lego Communications Director Ole Primdahl says of the assignment: "We have many communications partners around the world and we've chosen BBH for this particular task because the agency has a very good understanding of the Lego brand and the agency has an excellent track record of building brands for its clients."

The construction toy marketer has recently introduced sets that include a CD-ROM with its plastic blocks and it has launched a doll's house product aimed at the girls toy market. "Last year, we expanded our business enormously and because of this we feel we need to communicate to people what Lego stands for today. We are dealing with a generation who have an image of Lego from their childhood and we'd like to bring that image up to date for future generations," Mr. Primdahl said.

Copyright November 1997, Crain Communications Inc.

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