LONDON: Toymaker Lego has hired Cohn & Wolfe's London office for a global branding campaign based around play, learning, and creativity.The appointment will see the agency come up with initiatives to underline the role that Lego plays in children's development and learning. The strategy will then be implemented by the firm's network of PR agencies around the globe, including Golin/Harris International in the UK.
Golin said its relationship with Lego was unaffected by the move, which comes just months after a communications review led to an in-house reorganization.
The C&W team is led by managing director Jonathon Shore and associate director Adele Pegden. They will report to Teresa Martini, Lego Learning Institute PR director, and Francesco Ciccolella, the firm's SVP of global brand communication.
Ciccolella said the purpose of the drive was to establish Lego's "expertise and credibility
in the learning field.
Earlier this year, Lego embarked on an overhaul of its communications department, creating a global VP of PR role and a European PR director role, in place of the three existing European-area PR directors. The firm is looking to complete the overhaul by June.