Lego to promote learning with C&W

LONDON - Toy-maker 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 across the globe, including Golin/Harris International in the UK.

G/HI said its relationship with Lego was unaffected by the move, which comes just months after a comms review led to an in-house revamp (PRWeek, 1 February).

The C&W team is led by MD Jonathon Shore and associate director Adele Pegden, reporting to Teresa Martini, Lego Learning Institute PR director, and Francesco Ciccolella, the firm's SV-P of global brand communication.

Ciccolella said the purpose of the drive was to establish the Lego Company's 'expertise and credibility' in the learning field.

Earlier this year Lego embarked on an overhaul of its comms department, creating a global V-P PR role and a European PR director role, in place of the existing three European area PR directors. The firm is looking to complete the overhaul by June.

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