SLOUGH, ENGLAND: Toy-maker Lego, in the midst of a PR reorganization, has ended its six-month hunt for a global PR chief by appointing Paul Ubachs as its global VP of brand relations. Ubachs had been Adidas' head of brand symbol marketing.
Ubachs will start work at Lego's Slough office in September, reporting to global brand communications SVP Francesco Ciccolella.
The PR directors for Lego's three principal territories - Danielle Hainauer for northern Europe, Ulrica Griffiths in central Europe, and Grazia Di Benedetto in southern Europe - will report to Ubachs.
A review of the firm's agency relationships is likely in the fourth quarter of the year, although Hainauer reiterated that Lego is pleased with the work of Golin/Harris in the UK.
Since recruitment began, the post's title has changed from public relations to brand relations, as part of Lego's plans for a "wider strategy of PR.