The LEGO Group Makes 2 Senior Creative and Operations Hires within Our LEGO Agency

Our LEGO® Agency (OLA), the internal creative agency at the LEGO Group, has today announced two senior hires to bolster the output of the agency as it brings to life the LEGO Group’s brand mission of inspiring the builders of tomorrow into 2024 and beyond. 

Genevieve (Gen) Hoey joins as global creative director from 72andSunny, based at the LEGO Group’s offices in Copenhagen, whilst Marina Banks, formerly of Mother, has joined OLA’s EMEA hub in London as director, comms partners & operations. 

Gen’s role will see her use her multi-dimensional, multi-disciplinary marketing background and passion for innovation to express the LEGO brand and its storytelling in new ways.  

She joins with over two decades of experience in the marketing world, from 72andSunny where she was creative lead ANZ since November 2022, with her previous roles taking her around the world to work in different languages and different countries such as the Netherlands (where she worked at BSUR Amsterdam; Wieden+Kennedy Amsterdam), China (W+K Shangai), and the USA (R/GA New York). Gen was the global creative lead on clients including BMW MINI, Google, Booking.com, Converse, Nike, Uber, Planned Parenthood, and H&M Kids, earning her awards including a NY Emmy, a Tribeca nomination and an ARIA. 

Marina’s role will see her join OLA’s EMEA Leadership team and lead stakeholder management and operations for the London OLA agency, to help fosters innovation, collaboration and high-quality creative.  

Joining from Mother, Marina held the title of group business lead & head of new business, and prior to that spent more than 13 years at Ogilvy, leaving as a managing partner and head of account management. 

Gen will report into Carlo Cavallone, OLA’s VP of creative, whilst Marina will report into Emma Perkins, head of OLA EMEA. 

Global head of OLA and senior vice president, Nic Taylor, said, “I’m delighted to welcome Gen and Marina to the OLA team, and I’m confident each of their diverse, incredible backgrounds will help elevate our creative & operational practices at what is such an important time for our agency and brand. We are continuing to evolve our global approach and award-winning work between our HQ and hubs, and having the right talent to bring this thinking together is critical to the success of our teams.” 

Genevieve and Marina’s appointments follow other senior hires announced by OLA in the past 12 months as part of the agency’s refresh to meet its increased scope and standing within the LEGO Group. These included the hire of its first ever VP of creative, Carlo Cavallone, as well as Pia Chaudhuri as global creative play lead, play inclusion, and Ash Temple and Hazel Tracey as director of global social creative and creative director of social, 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.  

Earlier in 2024, OLA’s work has been recognised at ceremonies including the D&AD Awards – winning three wooden pencils – and the Cannes Lions International Festival of Creativity, winning a Bronze Lion and seeing two other shortlists.