Lego Group recruits 72andSunny creative lead as global creative director

Our Lego Agency, the Danish toy brand’s in-house creative agency, has appointed 72andSunny’s Genevieve Hoey as global creative director, and former Mother new business lead Marina Banks as director, comms partners.

Hoey, who was creative lead for 72andSunny in Australia for more than 18 months, will be based at Lego’s offices in Copenhagen, while Banks will be based at its EMEA hub in London.

Hoey will report to Carlo Cavallone, Our Lego Agency’s vice-president of creative, while Banks will report to Emma Perkins, head of the agency’s EMEA operations.

Hoey will “use her multi-dimensional, multi-disciplinary marketing background and passion for innovation to express the Lego brand and its storytelling in new ways”, the company said.

Banks, meanwhile  will “lead stakeholder management and operations for the London OLA agency, to help foster innovation, collaboration and high-quality creative”, it added.

Before joining 72andSunny, Hoey worked at Alto New York as executive creative director and R/GA in New York, where she was group executive creative director.

Banks was group business lead and head of new business at Mother until June, when she made the move to Lego. She spent five and a half years at the indie shop. Before that she was at Ogilvy, in roles including head of account management.

Nic Taylor, global head of Our Lego Agency and senior vice-president, 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.”

The Lego Group selected Publicis One as its global media planning and buying agency, and Our Lego Agency concluded a two-year project to overhaul Lego’s brand identity earlier this year.