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The In-House Life: Emma Perkins, Lego Creatives moving to in-house agencies is a continuing trend in advertising and marketing. Here we hear from Emma Perkins, head of Lego Agency EMEA, about the pros and cons she has found from moving client-side 15/02/2021 8:29 am Emma Perkins has been head of Lego Agency EMEA since 2017, where she leads a London-based team of 55. Previously, she had worked at leading advertising agencies including CDP, Cheil Worldwide, Saatchi & Saatchi X and MullenLowe London, where she was ECD. Here, she talks about the difference between working in-house at a brand co...

The festive season - with its emphasis on Santa lists, gifting and indulgence – can easily tip a perfectly balanced child into a present-obsessed monster. And in a year where kids have been deprived of so much, it’s tempting – and natural – to try and compensate by bestowing upon the all the material goods we can afford. But where is the line between treating and spoiling? And how do you know if your little one is materialistic, versus just behaving like a normal, toy-loving child? From Lego to the latest LOL doll, sometimes it seems our kids never stop asking for things. To an extent...