The LEGO Group’s internal creative agency, Our LEGO® Agency (OLA), has announced the addition of two senior hires to enhance its output and further the brand mission of inspiring tomorrow’s builders into 2024 and beyond. Genevieve Hoey of 72andSunny has been appointed as global creative director based in Copenhagen. Meanwhile, Marina Banks, the former head of Mother’s new business, has joined OLA’s EMEA hub in London as director of communications partners and operations.
In her new position, Gen will apply her multifaceted, multidisciplinary marketing experience and her love of innovation to create fresh interpretations of the LEGO brand and its narrative. Hoey, who spent more than 18 months as the creative lead for 72andSunny in Australia, will work out of LEGO’s offices in Copenhagen, while Banks will be based out of its EMEA hub in London. Hoey will answer to vice-president of creative at Our LEGO® Agency Carlo Cavallone. With a global career spanning over 20 years, Gen is a highly awarded creative who has developed campaigns, products, platforms, and experiences for some of the most recognizable brands in the world, such as Google, Nike, Converse, Booking.com, Corona, BMW Mini, and H&M.
Marina joined Mother as head of new business and group business lead. She had worked at Ogilvy for over 13 years, leaving as managing partner and head of account management. Emma Perkins, who oversees the agency’s EMEA operations, will receive reports from banks. In order to promote creativity, teamwork, and high-caliber creative work, she will lead stakeholder management and operations for the London OLA agency and become a member of the EMEA leadership team at OLA.
Our Lego Agency completed a two-year project to revamp Lego’s brand identity earlier this year, and the Lego Group chose Publicis One as its global media planning and buying agency. Developing and implementing global advertising campaigns from the LEGO Group, as well as bringing new media experiences to life and activating local tactics across the brand’s portfolio of play experiences, are all part of OLA’s responsibilities for driving communication and content experiences.
Global head of OLA and senior vice president, Nic Taylor, 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.”
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