The agency Initiative coordinates the media campaigns of the LEGO Group in Romania and Bulgaria, starting this January.

“We trust that, through our positioning centered on cultural branding, we will promote the values and brand experiences and we will develop relevant campaigns for the consumers in Romania, that will rediscover the joy of playing,” said Andreea Dinescu, deputy managing director, Initiative.

„Romania is an important market for the LEGO business in the Central and Eastern Europe and we are happy to have in 2018 a new breath on media strategy, from the behalf of a top agency such as Initiative, in order for us to connect even better to the local public. The Romanian children are very creative and open to learn new things therefore it already exists a high level of consumers’ affinity for the play system LEGO and a rising growth potential. We trust that the profound understanding of the local specifics and the innovating solutions focused on digital of the agency Initiative will help us capitalize even more on this potential,” added Andreea Spiridon, marketing manager Romania & Bulgaria.

LEGO’s team involved in the local media campaigns is formed by Andreea Spiridon (marketing manager Romania & Bulgaria) and Raluca Cristina Lovin (associate marketing manager Romania & Bulgaria).

The Initiative team for LEGO includes Ruxandra Stefan (strategy & planning director), Claudia Mihailov (senior media planner), Adrian Calinescu (senior media planner), Cosmin Otel (digital strategy director), Alex Marin (performance specialist) and Andreea Dinescu (deputy managing director).

Romanita Oprea

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