Our Lego Agency, the in-house creative powerhouse of the iconic Danish toy brand, has made significant leadership appointments to bolster its global operations. Genevieve Hoey, formerly the creative lead at 72andSunny Australia, has been named Global Creative Director. Additionally, Marina Banks, previously a new business lead at Mother, joins as Director of Comms Partners.
Hoey, who brings over 18 months of creative leadership experience from 72andSunny, will be stationed at Lego’s Copenhagen headquarters. She will report directly to Carlo Cavallone, Vice President of Creative at Our Lego Agency. In her new role, Hoey is set to leverage her diverse marketing expertise and passion for innovation to redefine Lego’s brand storytelling on a global scale.
Banks, who will be based at the EMEA hub in London, will report to Emma Perkins, Head of EMEA Operations at Our Lego Agency. Banks’ responsibilities include leading stakeholder management and operations for the London OLA team, with a focus on fostering innovation, collaboration, and delivering high-quality creative outputs.
Before joining 72andSunny, Hoey held notable roles such as Executive Creative Director at Alto New York and Group Executive Creative Director at R/GA New York. Banks brings a wealth of experience from her tenure at Mother, where she was Group Business Lead and Head of New Business. She also held senior positions at Ogilvy, including Head of Account Management.
Nic Taylor, Global Head of Our Lego Agency and Senior Vice President, expressed his enthusiasm about the new appointments: “I’m delighted to welcome Gen and Marina to the OLA team. Their diverse and exceptional backgrounds will undoubtedly elevate our creative and operational practices at a pivotal time for our agency and brand. As we continue to evolve our global approach and award-winning work across our HQ and hubs, having the right talent to unify our vision is crucial to our success.”
These strategic hires come on the heels of Lego Group’s selection of Publicis One as its global media planning and buying agency, and the completion of a two-year project to overhaul Lego’s brand identity earlier this year.
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