The Lego Group Welcomes Pia Chaudhuri as Global Creative Lead, Play Inclusion

Our LEGO Agency (OLA), the internal creative agency at the LEGO Group, has today announced a new senior appointment as a continued effort in the agency’s major refresh to meet the demands of the new consumer landscape and bring to life the LEGO Group’s brand vision through 2023 and beyond. Pia Chaudhuri has joined OLA as global creative lead, play inclusion, joining from BMF in Australia where she previously held the role of executive creative director.

Pia joins OLA following more than three years at Award Winning BMF in Sydney Australia where she first took on the role as group creative director in 2020 before being promoted to executive creative director in 2021. Pia was previously creative director at 72 and Sunny in Sydney Australia. 

Pia has been recognised for driving diversity, launching ‘The Only One In The Room’, an organisation designed to drive better cultural representation in the Australian advertising industry. 

Pia has an extensive portfolio of award-winning work and has been in advertising for almost 20 years working on some of the world’s best brands such as Google, PlayStation, and UN Women. 

Pia’s appointment follows other senior appointments announced at OLA in first quarter of 2023 as part of the agency’s refresh to meet the demands of an evolving consumer and media landscape, bringing to life the LEGO Group’s brand vision. They have included Lisa-Anne Taylor-Chong, Ash Temple and Hazel Tracey as director of business transformation, director of global social creative and creative director of social, respectively. 

Senior vice president and global head of OLA, Nic Taylor, said, “I’m so excited to have a wonderfully talented and purpose driven global creative leader like Pia join our amazing OLA team. We are building something very special and unique with a clear mission to make memorable work and experiences for kids and play our part in inspiring and developing the builders of tomorrow.”

Regarding her appointment, Pia Chaudhuri said, “I’m thrilled to be joining an incredible creative agency within one of the world’s most beloved brands, and can’t wait to immerse myself in the exceptional work and vision of the team here. The next few years for OLA and the LEGO Group will see us deliver campaigns and brand moments that further our mission and help bring play and creativity to builders all around the world.”

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. 

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. 

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