Ex-TBWA\ SG executive creative director named global creative lead at LEGO

Toy company the LEGO Group has named Andy Grant as its global creative lead, brand, according to a LinkedIn post by Grant. Grant was previously executive creative director at TBWA\ Group Singapore. 

Grant held his role at TBWA\ Group Singapore for three years from 2019 before he stepped down in August last year. Prior to that, Grant was executive creative director at Iris. He held this role for two years after joining in 2017. 

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Before his return to Singapore, Grant was living and working in the US for approximately six years lending his skills to some of the world’s top agencies from BBH LA, Iris New York, Droga 5 New York and CP +B Los Angeles.

Grant has also held roles such as creative director at Translation LLC, and associate creative director at Crispin Porter Bogusky. He also spent just under six years at BBH Group which he joined in 2007. Prior to that, Grant lent his expertise to WCRS and Ogilvy where he began his career.  

Grant joins at a pivotal time for LEGO which has been actively working to make its products more accessible and inclusive. Recently, it unveiled a new range of characters with physical and mental disabilities such as anxiety and missing limbs. 

The range, which is called 'Friends', has a diverse cast of characters that are attempting to take on the challenges of today's modern world, according to media reports. 

In tandem, LEGO has also been upping its promotional activities, particularly in Asia. It recently unveiled a new pop-up event titled the “Dynamite experience”, done in collaboration with South Korean pop boy band BTS and available for visitors to experience along Singapore's Orchard Road.

The Dynamite experience takes its inspiration from the LEGO IDEAS BTS Dynamite set, which features South Korean boy band BTS.

This is also not the first agency hire that LEGO has made in Asia. In 2018, LEGO appointed Primus Nair as associate creative director for The Lego Agency.  Nair now leads The Lego Agency’s creative development for APAC having been in the role now for just under five years. He was previously ECD with BBDO Singapore before he left the agency in August 2018. He had been with BBDO for about seven years at the time. 

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