COPPENHAGEN, DENMARK // Genevieve Hoey is Global Creative Director, Masterbrand at the LEGO Group, Denmark, where she combines her multi-disciplinary marketing background and passion for innovation to express the LEGO brand and its storytelling in new ways.

She’s an awarded creative leader and brand builder with 20 years of agency experience in Europe, China, the US and Australia. She excels at infusing brands with humanity, transforming perceptions for iconic brands like BMW MINI, Google, Converse, Nike, H&M Kids, Planned Parenthood and Uber. Her work has earned numerous advertising awards but also cultural recognition, including an Emmy, an ARIA, and a Tribeca Film nomination.

As a queer creative leader, Gen brings a unique perspective to her work, fostering creativity through collaboration in diverse, fun, and respectful environments. Passionate about provocative ideas, she delights in pushing boundaries, breaking rules, and having a good laugh. Music is her oxygen, and her heart belongs to Prince. She’s a drummer, she loves travel, family, sport, culture and doing the bidding of her two young sons.