The LEGO Group has appointed former Weber Shandwick senior vice president Marta Sousa Bigio (pictured) as its new communications director for Asia Pacific.<\/p>\n
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\u2019s brand heritage and purpose-led initiatives.<\/p>\n
Her appointment coincides with the launch of the LEGO Group\u2019s annual “Build to give” campaign, which encourages the public to build and share LEGO hearts to help donate LEGO sets to children in need. <\/p>\n
Don’t miss:\u00a0How LEGO and IKEA Malaysia are redesigning homes through play<\/a><\/p>\n 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.<\/p>\n Before that, she served as senior director of communications, APAC at Redhill from 2022 to 2023, leading campaigns for startups, NGOs and multinational corporations.<\/p>\n She also spent two years at Unilever as global senior communications manager from 2020 to 2022, where she led global communications for the company\u2019s 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.<\/p>\n MARKETING-INTERACTIVE has reached out for more information.\u00a0<\/p>\n Bigio\u2019s appointment comes amid a busy stretch of brand activity for the LEGO Group in the region. In October, the brand brought its Botanical Garden<\/a> collection to life in Kuala Lumpur with the launch of Asia\u2019s first LEGO Botanical Glasshouse at Pavilion Kuala Lumpur. The immersive pop-up transformed the mall\u2019s 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 \u201cJOY\u201d photo corner, alongside hands-on floral workshops.<\/p>\n Earlier in September, the LEGO Group tapped actor Tom Holland to front its \u201cNever stop playing<\/a>\u201d film under the global \u201cRebuild the world\u201d platform, aimed at reigniting play and creativity among kids and families. Backed by AC\/DC\u2019s 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.<\/p>\n Related articles:\u00a0
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