Toy marketer Lego is conducting a global media agency review. Initiative has handled media duties for the company since winning its last major pitch in 2017.
The firm spends an estimated $450 million on measured media globally according to agency research COMvergence.
Prior to Initiative, Starcom and Carat were incumbents on the account.
Reached by email, a Lego spokeswoman replied, "we cannot confirm or comment
on this story."