Danish Lego Group appointed Romanian Initiative to buy media in Romania and Bulgaria

Advertising, Digital & Media, Media


Romanian media agency Initiative coordinates Lego Group’s media campaigns in Romania and Bulgaria, starting January, after Initiative network won an international pitch organized by the toys’ producers.

Initiative’s global expertise and our capacity to develop and adapt our international clients’ communication to the needs and specifics of the local public brought us in portfolio one of the most known and beloved brands of all time. We trust that, through our new positioning centered on branding culture, we will promote the brand values and experiences and we will develop relevant campaigns for Romanian consumers, who will rediscover their pleasure to play

Andreea Dinescu,

Deputy Managing Director Initiative

Romania is an important market for Lego’s business in CEE and we are happy to have, starting 2018, a new wind in sales when it comes of the media strategy, from a top agency like Initiative, in order to better connect with the local public. Romanian kids are very creative and open to learn new things, so there is already a high degree of affinity of the consumers for Lego’s play systems and a continued growth potential. We trust that the profound understanding of the local specific and the innovative solutions, focused on digital provided by Initiative will help us to value even more this potential

Andreea Spiridon,

Marketing Manager Romania & Bulgaria