MAM
MediaCom Worldwide renames MediaCom Direct division as MediaCom Response
MUMBAI: To reflect pervasive shifts in both consumer behavior and global marketing strategy better, MediaCom Worldwide is renaming its MediaCom Direct division as MediaCom Response.
When launched in 1992, the division worked primarily with clients utilising print, doordrops and DRTV to reach target audiences. A decade later, marketers began adding unique URLs to most of their efforts, and today the integration of brand, demand generation and demand conversion has become the norm.
MediaCom global chief ROI and direct marketing officer David Kyffin said, “The consumer buying journey has become immeasurably complex, and almost all communications now carry a URL, QR code or some other response mechanism. We will continue to grow our direct marketing business, but more and more of our work is with brand clients interested in achieving higher levels of engagement and interaction, and this name change reflects this new, exciting reality.”
MediaCom has Response divisions in the UK, USA, Germany, France, Italy, Spain, Netherlands, Nordics, Poland, Singapore, China, India, Australia and Canada. It is also expanding the division‘s global footprint in Asia Pacific and Latin America.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
