Legoland picks media agency

GROUP M  LEGOLAND    MINDSHARE 

Regional - Legoland Malaysia has appointed Mindshare Singapore as its media agency of record, following a pitch.

Mindshare is tasked with media planning and buying for Legoland's upcoming theme park in Johor later in the year, a first such park in Asia. The business will be run out of Singapore, as the S$296 million theme park – complete with scale models of the Singapore Flyer, Merlion and Fullerton Hotel –will be targeting Singaporean visitors.

It is believed that four other agencies pitched for the account.

Renee Tan will be the regional director for the business with her Singapore-based team working closely with Mindshare Malaysia, towards a launch event planned for September.

“Mindshare was a clear winner for being able to bring to the table not just a comprehensive plan, but an understanding of our brand uniqueness. In today’s landscape it’s vital for agencies to stay on top of trends that help brands be effective and cost efficient," Thilakavathy Munusamy, director of sales & marketing, Legoland Malaysia, said.

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