Aussie expat Nicole Taylor jumped ship from managing international creative firms to lead Lego’s in-house agency, with 400 people around the world driving a content factory, plus powerful creative, digital and production capabilities. Now, she’s leading a review of the company’s agency roster – and thinks indies are coming up with the smarts. “I love the fact that they're not thinking of a P&L outcome,” she says, instead bringing genuinely new ideas to the table. Meanwhile Lego is flying, posting record profits and sales in 2021 and outstripping major rivals Mattel and Hasbro. Taylor, who started in Sydney agencies in the late 90s, says in-housing can work wonders – speed is key, and businesses are starting to recognise the benefit of having creativity close by. Creatives are now in high demand among corporates, who see financial incentives to different thinking.