Hasbro Featured Portfolio

I worked on Hasbro from 2014 to 2017 as global media director at OMD. The kids toy industry leaders (Mattel, Lego, Hasbro, Spin Master etc) had not globalized media efforts before, nor had they truly understood what that would mean for the business.  In 2014 Hasbro had barely organized themselves globally - So taking on this position meant many challenges and firsts for Hasbro and OMD. The industry and Wall Street were watching.

Let's face it. Every account review is about money. That was a corner stone to our win. We delivered in a big way, saving well over 12 digits in 3 short years for Hasbro. But hedging inflation and driving efficiency will only get you so far.  Our next priority was digital.

With the support of Hasbro Executive and internal digital teams, I lead the global media investment from around 8% globally to over 40% in just 3 years. Along the way we drove digital innovations in social media, sponsorships, and programming - relentlessly protecting the privacy and security of children online. 

Hasbro may have been the biggest professional challenge of mine to date. But the rewards of building a 230+ member team across 36 nations, and watching them all win awards, drive agency and client business, and delivering on all KPIs along the way made it the most rewarding experience to date.

Here is a snapshot of just some of the amazing work my team did over my time directing the finest kids media team in the world... bar none.

It is rare that you come across a global lead like Collin. A curious global mind who is always hungry for local detail. His expertise in navigating the complexities and sensitivities of the APAC region, in particular China, was a driving force establishing a strong client relationship that we still enjoy today. His dedication and passion for leadership is impressive - he has worked tirelessly in creating a unique team culture that has made his account the one that everyone in the agency wants to work on. And I wouldn’t think twice about working with him again!
— Michael Ashton, OMD APAC Regional Director