LEGO BUILDING MEDIA ASSIGNMENT WITH STARCOM
By Adnews Staff
Starcom Worldwide, the media arm of Leo Burnett, has been awarded the regional media planning and buying assignments for The LEGO Company of Enfield, Connecticut. The assignment covers the United States, Canada and Latin America and will be managed out of Starcom's Chicago, Toronto and Miami offices. The assignment comes in conjunction with the North Europe business being awarded to Starcom U.K. Starcom Worldwide won the LEGO account following a competition that included incumbent Lowe Lintas & Partners Worldwide/Western Initiative and McCann Erickson. Lowe Lintas & Partners retains the creative advertising portion of the account. In addition, Lowe Lintas is working on several projects for LEGO that are global in nature, said a release. The budget for the media planning and buying account is reported to be between US$20-$50 million. The appointment is effective immediately.