Richard Cottingham is a Senior Brand Strategist at The LEGO Group where, in what is probably the dream job he imagined as a six-year-old, he gets to play with bricks and build brands across the portfolio every day.
With over 15 year’s agency experience Richard cut his strategy teeth at JWT London on brands like KIT-KAT, Peroni Nastro Azzuro, Ribena, HSBC, Debenhams, Wagamama, Vodafone and Shell. This broad experience across sectors has given him a unique perspective to every project he works on. After moving in-house six years ago he has been privileged to lead the brand strategy for LEGO DUPLO, relaunching LEGO City, and repositioning the brand towards targeting Adults. He currently works on the agency’s innovation projects such as launching LEGO Pokémon and the ongoing introduction of LEGO Smart Play worldwide.
A previous jury member for Effie Europe, Richard has been behind campaign strategies that have been recognised across industry awards including the IPA, D&AD, Effie, Jay Chiat, The Marketing Society, One Show, Clios and Cannes Lions.
