LEGO Group nabs dentsu Creative SG MD as agency business partner director

The LEGO Group has appointed former dentsu Creative Singapore managing director Fiona Huang as its business partner director at Our LEGO Agency APAC.

Our LEGO Agency APAC is the brand’s in-house creative and marketing hub for the region. Huang will work alongside The LEGO Agency, APAC head of creative Primus Nair to steer, nurture, and elevate the agency team, developing campaigns and marketing initiatives for LEGO. She will report to Annie Boo, head of LEGO Agency APAC and China.

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Reflecting on her time with dentsu, Huang said, “Every role I take on, I try to take with me learnings that I then take to my next chapter. In my time at dentsu, the leadership role and people there have given me room to explore my ways, thinking, and beliefs as I leaned into its distinct philosophy in relationships and strong media legacy.

Looking ahead, Huang is excited to continue "playing out the power of creativity in all its silliness, seriousness, forms and functions."

"This goes back to what I love most about working in this industry. It is what I want to keep at and push for, for as long as I can. This will also be a reunion with several colleagues I have worked with, so I am counting down to us having a lot of fun together," she added.

Prior to her new role, Huang had a seven-year stint at BLKJ Havas holding roles such as business director and general manager amongst others. Other agencies she's worked at include Forsman & Bodenfors Singapore, DDB Group Singapore, BBDO Worldwide and Mercury Marketing and Communications (now known as Gusto Collective Singapore).

Commenting on her departure, Prakash Kamdar, CEO, clients and solutions, SEA, and CEO, Singapore, dentsu, said: “We appreciate the heart and energy that Huang brought to the team in her time with us, and we wish her all the best moving forward.”

Huang's appointment comes after The LEGO Group appointed former Weber Shandwick senior vice president Marta Sousa Bigio as its new communications director for Asia Pacific.

In her new role, Bigio will oversee communications across the region, with a focus on storytelling tied to LEGO's brand heritage and purpose-led initiatives, according to her LinkedIn post.

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