Lego's Internal Agency Announces Raft of Senior, Global Hires

The LEGO Agency has established a new global leadership structure, following a host of senior hires, both centrally and across its regional hubs.

Reporting into Senior Vice President and Agency lead, Remi Marcelli, global leadership appointments include Pete Johnson as Head of Creation; Claire Miller as Head of Strategy; Julie Regis who joined as Head of Global Market Partner Relations in September; and Guy Bingham as Creative Director who started in October 2019. Sidsel Numan Andersen also joins the global team as Business Transformation Director.

 Pete Johnson brings a wealth of in-house agency experience to the role, having founded Nickelodeon Velocity in 2008. Discussing the move to the LEGO Group, he said: “There has been a growing trend across the advertising industry towards the in-house model and I strongly believe that it is an effective way to overcome today’s unique brand challenges. The LEGO Agency offers the agility, integration and talent to develop the very best creative work. Pair that with the values of the LEGO Group and this really is a dream job for me.”

Another LEGO brand enthusiast, Claire Miller, joins from McCann Worldgroup where she led Global Strategy for Nestlé. Miller describes the prospect of leading strategy for the LEGO Agency: “The LEGO Group is one of the world’s most loved and innovative companies. Its diverse product portfolio excites and inspires people of all ages wherever they are in the world; so there’s a real opportunity to drive growth through people’s passion for the brand. I’m looking forward to working with the talented minds behind the products to bring play to more people through impactful marketing.”

The LEGO Agency currently has five global offices, headquartered in Billund, Denmark, along with regional hubs in Enfield, US; London, UK; Shanghai, China; and Singapore. These markets have also been bolstered by a raft of appointments and internal transfers over the past six months.

In the Americas, Jane Wagner started as Vice President and regional head in July, whilst new Strategy Director, Ross Cidlowski has also been announced today. Covering the EMEA region, Adam Glasner was appointed as Strategy Director in August, while Sanne Spath moved from HQ in Billund to become Creative Director in China.

Commenting on the Agency restructure, Remi Marcelli, Senior Vice President, said: “We are excited to publicly unveil this new structure for the LEGO Agency, reflecting the fact that we are a truly global agency, delivering exceptional creative campaigns that resonate across our key markets.

“The restructure is supported by recruitment of some of the most talented individuals in the industry, demonstrating the growing importance and prestige of in-house agencies.”

The LEGO Agency is now a 500-strong, fully integrated in-house agency, supporting LEGO Group campaigns and embedding creativity into the heart of the brand and its product.