MAM
Ogilvy appoints Reed Collins, Sonal Dabral to head APAC team
MUMBAI: Ogilvy announced today a new creative leadership team in the Asia Pacific region. Reed Collins and Sonal Dabral will lead the agency’s creative efforts throughout Asia Pacific, with Collins continuing his focus on North Asia while Dabral will take on the role of leading the agency’s South East and South Asia offices. Eugene Cheong, who has served as Ogilvy’s chief creative officer in Asia Pacific for the past decade, will be transitioning to a new role that is being finalised in joint conversations with Ogilvy and WPP.
Ogilvy worldwide chief creative officer Piyush Pandey said, “I would like to thank Eugene for his invaluable contributions throughout his tenure. He is a fantastic Creative champion, who has helped Ogilvy shine around the world”.
On the appointment of Dabral and Collins, Pandey added “I have great confidence in our next generation of leadership with Reed and Sonal to continue to deliver great creative solutions to all our clients.”
“Reed and Sonal are true Ogilvy giants with modern marketing skills and the right experiences to take the agency into the future. They are both dynamic, inspirational creative talents whose energy and ambition are infectious”, said Ogilvy co-chief executives Kent Wertime and Chris Reitermann.
Collins joined Ogilvy in 2013, has since served as chief creative officer in Hong Kong and was announced as chief creative officer, North Asia in 2018. Dabral will remain based in India, where he has held the positions of chief creative officer and vice chairman of South Asia. Collins and Dabral will work closely with Reitermann and Wertime in their business leadership roles, and with Piyush Pandey, as Ogilvy’s chief creative officer, worldwide.
“I am proud of all that we have accomplished over my ten years as regional Creative leader for Ogilvy. Our offices, according to Campaign Brief Asia, are amongst the hottest in their markets with a few exceptions of course. We have, in my unbiased view, the best team of CCOs and ECDs in the Ogilvy world. If you want proof, our being named Cannes “Asia Creative Agency of the Year” in 2018 is hard evidence of that.” added Cheong.
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.
