The LEGO Group lures 72andSunny creative lead Genevieve Hoey to Copenhagen for global CD role

72andSunny creative lead Genevieve Hoey is departing Australia to take up the role of global creative director at The LEGO Group in Denmark.

Hoey joined 72andSunny in late 2022, relocating to Australia following a number of years in the US. Prior to 72andSunny, Hoey was ECD at ALTO NY, group ECD at R/GA NY and CD at Wieden + Kennedy Amsterdam.

Hoey is a highly awarded creative with a global career of over 20 years developing campaigns, products, platforms and experiences for some of the world’s most iconic brands including Google, Nike, Converse, Booking.com, Corona, BMW Mini and H&M.

The LEGO Agency is led by Aussie expat and former McCann Worldgroup Australia CEO Nicole Taylor, who joined over two and a half years ago.

Hoey joins former BMF executive creative director Pia Chaudhuri, who was appointed global creative lead for play inclusion at the LEGO Agency, 18 months ago.

In a post on LinkedIn, Hoey wrote: “Well, 10 year-old-me is pretty damn chuffed right now. Joining the LEGO Group as Global Creative Director is an incredible opportunity to work with one of the world’s most admired and respected brands.

“As a child, playing with LEGO rocket-fueled my imagination. Now I see it bringing the same joy to my own kids. LEGO is an iconic brand with the power to positively impact generations. With my passion for building authentic brands with meaning and purpose, I can’t think of a better place to be.

“All the best to my beloved 72andSunny crew. We did great things, and I wish you excellent humans every success.”

Says Ross Berthinussen, president ANZ, 72andSunny: “We thank Gen for the passion, energy and creativity that she brought to our culture, our business and client partners over her time at 72andSunny. We wish her all the very best in this epic role overseas and success for the future.”

“Gen’s responsibilities will be managed by 72andSunny’s existing strong creative team until a new creative superstar is appointed with recruitment already underway.”