LEGO Group taps former Weber Shandwick SVP as APAC communications director

The LEGO Group has appointed former Weber Shandwick senior vice president Marta Sousa Bigio (pictured) as its new communications director for Asia Pacific.

She confirmed the move in a LinkedIn post, marking her departure from Weber Shandwick after two years with the agency. In her new role, she will oversee communications across the region, with a focus on storytelling tied to LEGO’s brand heritage and purpose-led initiatives.

Her appointment coincides with the launch of the LEGO Group’s annual "Build to give" campaign, which encourages the public to build and share LEGO hearts to help donate LEGO sets to children in need.

Don't miss: How LEGO and IKEA Malaysia are redesigning homes through play

Prior to joining the LEGO Group, Bigio was senior vice president, APAC at Weber Shandwick from 2023 to 2025, where she advised clients on stakeholder engagement, media relations, crisis management and corporate reputation across the region.

Before that, she served as senior director of communications, APAC at Redhill from 2022 to 2023, leading campaigns for startups, NGOs and multinational corporations.

She also spent two years at Unilever as global senior communications manager from 2020 to 2022, where she led global communications for the company’s sustainable sourcing agenda. Earlier in her career, she was communications director at Mars for the Iberia cluster from 2015 to 2019, and European brand and communications director at Crocs from 2012 to 2015.

MARKETING-INTERACTIVE has reached out for more information. 

Bigio’s appointment comes amid a busy stretch of brand activity for the LEGO Group in the region. In October, the brand brought its Botanical Garden collection to life in Kuala Lumpur with the launch of Asia’s first LEGO Botanical Glasshouse at Pavilion Kuala Lumpur. The immersive pop-up transformed the mall’s Centre Court into a brick-built garden inspired by the 21353 LEGO Ideas Botanical Garden set, featuring a life-sized pink rose, bonsai displays, a floral throne and a “JOY” photo corner, alongside hands-on floral workshops.

Earlier in September, the LEGO Group tapped actor Tom Holland to front its “Never stop playing” film under the global “Rebuild the world” platform, aimed at reigniting play and creativity among kids and families. Backed by AC/DC’s High Voltage, the spot saw Holland shift through a series of playful personas, from a footballer and entrepreneur to an undercover LEGO minifigure and a stern boss rediscovering joy.

Related articles: 
Nike and LEGO turn play into purpose with multi-year global partnership   
LEGO and Pokémon finally build the dream collab fans have been waiting for      
LEGO and Shopee MY invite families to 'Bina bersama, cipta cerita' ahead of Malaysia Day