LEGO Agency Hires Hazel Tracey as Creative Director

Our LEGO Agency (OLA), the internal creative and strategic agency at the LEGO Group, has today announced the hire of Hazel Tracey as creative director (Social), as part of the agency’s refresh to meet the demands of the new consumer landscape and bring to life the LEGO Group’s brand vision in 2023 and beyond. 

Hazel joins following seven years at Droga5 Dublin, where they held the role of creative lead of the social and digital team, focussing on ensuring that social and digital act as a key part of an integrated campaign or a leading channel in major global campaigns for brands such as White Claw, Meta, LVMH, Heineken – as well as local Irish brands such as AIB (Allied Irish Banks) and Dublin Bus. 

Hazel’s appointment follows two other senior appointments announced at OLA in January 2023 with experience at companies such as Netflix and BBC Creative, as Lisa-Anne Taylor-Chong and Ash Temple joined as director of business transformation and director of global social creative, respectively. 

OLA is responsible for driving communication and content experiences through the development and execution of global advertising campaigns from the LEGO Group, as well as bringing to life new media experiences and activating local tactics across the brand’s portfolio of play experiences. 

With strengths in both strategy and creative, Hazel is a multidisciplinary creative and previous graduate of the Google RARE Leadership Academy, a global leadership accelerator for under-represented talent in the creative industries. 

Hazel will be based at the LEGO Group’s HQ in Billund, Denmark, reporting into Nic Taylor, senior vice president and global head of OLA since January 2022. 

Senior vice president and global head of OLA, Nic Taylor, said, “Our mission is to inspire and develop the builders of tomorrow, something the LEGO Group has achieved for more than nine decades, and we’re building our team at OLA to ensure the decades to come are even more incredible. We could not be more excited to welcome Hazel into our existing awesome Agency team, and can’t wait to have them help shape the bright future of one of the world’s most beloved brands.” 

OLA develops major campaigns for the LEGO Group, including the company’s ‘Find Your Flow’ campaign – to showcase how LEGO® building can help adults to relax and feel creative, as well as the brand’s biggest and most playful Holiday campaign to date, as playful icon and global superstar Katy Perry jumped aboard in 2022 to help supercharge the Holiday season with play.