The Lego Group has reaffirmed its partnership with IPG Mediabrands' Initiative by awarding them their $469 million global media account. Initiative, the incumbent agency, successfully repitched for the account following a competitive review process involving several top media agencies. The account encompasses media planning and buying responsibilities across various global markets.

This significant account highlights Lego's ongoing commitment to strategic media investments aimed at enhancing growth and brand presence worldwide. The decision to retain Initiative underscores the strength of their partnership and their history of successful collaborations with The Lego Group.