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Matt Wallaert
Matt Wallaert
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Global Strategy Director - LEGO - Maternity Cover



United Kingdom
Posted on Friday, February 2, 2024



We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by

balancing both what unites people and what makes them different. When brands unite people in culture, they build

Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Media responsibility

is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities,

promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all

of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better

media company, but also a better media industry, and maybe even a better world.

We make a promise to our people that we double down on seeing, celebrating & elevating all the things that make

you, uniquely you. And just as we do for our brands and clients, we connect our people to the journeys that matter

in building a meaningful career.

There are four I’s in Initiative and these represent our core values and behaviors.

➢ INDIVID[YOU]ALITY – you bring your genuine and unique self to and into the work, every day.

➢ INSTINCT – you’re tuned in and armed with intelligence; you have a bias for action – shit happens when

you’re around.

➢ IMAGINATION – your ability to imagine and bring to life the ideas, solutions, and the future of Initiative,

makes us THE create media agency in the world.

➢ IMPACT! – you care deeply about the impact you have on our clients, their customers, our community, the

media landscape and our world at large.


Above all else, Initiative’s Strategists take the Initiative.

This team generate smart and strategic thinking that inspire and inform the conditions needed for each brand to grow. They understand the relationship between Fame and Flow and do not classify themselves as an either-or type Strategist. To succeed at Initiative, understanding the digital landscape and performance aspects which heavily influence ‘Flow’ are as well versed as their big, broadcast, fame-building thinking.

Future-focused and independent, Strategists sit as an entrepreneurial, agile unit of consumer, creative, digital and analytical experts who are cast and deployed according to the brief and skillset vs. Client. They take a holistic view to drive smarter, better and broader ‘media’ thinking that generates more interesting and rich territories for a brand to explore. They work in creative collaboration with all teams - Client Advice, Communications Design and Partnerships - to inspire and inform the creation and design of culturally led brand experiences.

On a Client Brief or RFP, Initiative Strategists are:

  • The Guardians of Growth – they understand how to utilise tools, systems and data to identify areas of growth for a brand that help set the direction of travel for the response to brief.
  • Experts in audience – they understand that an audience strategy requires deep understanding of the brand’s growth goals, along with consumer and cultural insight. They are also constantly raising the bar for how we can help clients understand their consumer in new and interesting ways.
  • Relentless in their pursuit of meaningful insight – they understand the tension an insight needs to deliver; the moment of provocation to inspire our clients and have them lean in. They also can distinguish when different types of insight are required – for example: behavioral vs media to add the most value in cross-functional or multi-agency scenarios.
  • Fluent in Full Funnel marketing – With budgets shifting toward addressable media, it is an imperative Initiative Strategists are confident in speaking both Brand and Performance.
  • The Leaders of the Communications platform which sets the clear direction for Communications Design and employs Fame and Flow principles that will follow through into the delivery of a plan.
  • Protectors of the Strategy – While our process inevitably works its way through different teams through to activation, Initiative strategists are not hands off. They are there to ensure the strategic direction maintains its integrity and have an active role in PCAs to ensure end to end involvement.

Outside of a brief/RFP Response, Initiative Strategists are:

  • Strategic businesses consults to our clients well beyond media – this is exhibited through their confidence and expertise in data and technology, and the application of our craft to their broader business challenges.
  • Growth minded in every way – We don’t wait for briefs, we get close enough to our clients to understand the nuance of their business challenges and proactively go to them with opportunities and areas they should be thinking about.
  • Thematic Thinkers – Initiative Strategists look beyond their patch to understand the themes multiple clients are facing and get a head start on problem solving, solution finding and optimising work streams to maximum effect across the client portfolio.
  • Actively curious in our industry and motivated to share findings with the wider agency group to help propel fresh thinking and keep everyone abreast of trends.
  • Owners of thought leadership – from conception to delivery, constantly pushing the boundaries for the most innovative ways to experience it, ie. They think beyond the white paper.


This is a rare opportunity to work with one of the best loved brands in the world! You will predominantly work across the kids portfolio, as such experience in and understanding of the kids media and cultural landscape is beneficial but not essential. As a true partner to LEGO beyond Media 101, curiosity and a creative approach to problem solving are non-negotiable, as well as proactively spotting opportunities to provide greater value to the client relationship.

This is a senior strategy role on LEGO requiring leadership on briefed client campaign work as well as high level strategic projects that impact the broader LEGO business. It requires a combination of autonomy and confidence to take the initiative, combined with the ability to bring together cross-discipline teams to craft responses that are greater than the sum of their parts.

This role will be tasked with:


  • Being the go-to, trusted strategic partner to LEGO across high tier Global Campaigns, delivering fresh, unique and rigorous insights to craft communications strategies that ultimately inspires cutting edge solutions and award-winning work.
  • Responding to client requests outside of campaign development, bringing together the relevant cross-discipline teams to deliver best-in class responses.
  • Demonstrate understanding of the LEGO's key business and challenges.
  • Be considered a visible leader during client meetings, providing, for example, research &/or deep understanding of how consumers are interacting with culture (their behaviors & motivations/mindsets).
  • Be a first-class storyteller and presenter across all levels of the LEGO organization.


  • Develop the foundation for best in-class strategy across the network, from providing inspiration through insights and thought leadership, to facilitating training and workshops in markets where strategic development has been identified as a key priority.
  • Lead collaboration on large projects, bringing together cross-discipline teams and taking responsibility for craft of the final product.
  • Able to prioritise effectively and strike the right blend of efficiency and rigour across multiple simultaneous projects.


  • Contribute to Agency & Client revenue opportunities through Strategic output.
  • Maintain effective relationships with key strategic partners (vendors, academic institutions, creative consultancies), keeping up to date on their offer & using that information to help the Strategy Team unlock new growth opportunities for the client &/or the agency

Key Performance Indicators (KPI’s):

  • Client
    • Positive client relationships; measured by TRR scores and direct feedback.
    • Award winning work delivered as a result of close collaboration with local markets identified as opportunity areas; measured by award entries.
  • Internal
    • Be a key team member within the Initiative / LEGO community; measured by 360 reviews.
    • Positive feedback on ability to collaborate with other agencies, partners, teams & SBUs; measured by 360 reviews.
  • Commercial
    • A key contributor to Agency & Client revenue opportunities by improving the teams' Strategic output
    • Contributor to client KPI delivery & Agency revenue opportunities through the improvement of the Strategy Teams’ strategic output (the provision of best in class thinking & future-focused insight/idea generation)


  • Extensive experience in a strategy or communications planning role in media communications discipline
  • Ability to think differently: creative & adaptive, entrepreneurial, independently-minded; deeply immersed in cultural understanding and driven by a desire to know more the world / to better understand people’s motivations & behaviours in the shifting landscape

Employee Transparency

At Mediabrands and Kinesso, we celebrate difference and believe this makes us stronger. Mediabrands and Kinesso are equal opportunity employers and committed to championing an inclusive culture that provides a sense of belonging for all our employees. We do not discriminate against any applicant based on age, disability, race, colour, ethnicity, national origin, gender, sexual orientation, gender identity, religion, belief, marital status or any other characteristic protected by law.

Please reach out to our Talent Inclusion Specialist Jess at if you would like to have a confidential conversation regarding any adjustments that would ensure our recruitment process is accessible for you. Please note requesting a reasonable adjustment will not affect your application.

The Perks

We aim to provide all our people with a supportive and fun work environment where you can develop your full potential and benefit from the broad range of opportunities within the agency. When you join us, we want to make sure you feel valued – and that you are rewarded for your fantastic work. So, we also offer a range of benefits:

  • Flexi–leave, with 25 days annual leave to be taken as minimum. In addition to your holiday entitlement, the office usually closes between Christmas & New Year
  • Free breakfast and free lunch
  • Early finish Fridays
  • Core Hours (Mon-Thurs, flexible start/finish times)
  • Retail discounts
  • Electric vehicle salary sacrifice car scheme
  • Wellbeing programme, including Headspace & flu jabs
  • Interest free season ticket loan
  • Paid time off for Volunteering
  • Group Income Protection
  • Life Assurance
  • Private Medical Insurance or Health Cash Plan (dependent on level)
  • Group Personal Pension Plan with matched contributions from 3-6%
  • Generous Parental Leave & Pay
  • Independent mortgage advice
  • Financial education
  • Employee Assistance Programme
  • Free eye tests
  • Flexible benefits including Dental, Travel insurance, Cycle to Work, Gym Discounts and many more!