Genevieve Hoey is the Global Creative Director of Masterbrand at Our LEGO Agency (OLA) at the LEGO Group where she leads LEGO brand storytelling and content creation across a diverse landscape of entertainment platforms.

An internationally awarded creative leader and brand builder, Genevieve brings over 20 years of agency experience spanning Europe, China, the US, and Australia. She specialises in infusing brands with humanity and cultural relevance, transforming perceptions for icons such as BMW MINI, Google, Converse, Nike, H&M Kids, Planned Parenthood, and Uber. Her work has been recognised with honours from Cannes Lions, One Show, D&AD, Global Effies, US Effies, New York Festivals, Spikes Asia and more, as well as cultural accolades including an Emmy, ARIAs, Fast Company World Changing Ideas, and a Tribeca Film Festival nomination.

As a queer creative leader, Genevieve brings an inclusive and distinctive point of view, fostering collaborative, vibrant, and respectful creative cultures. She thrives on bold ideas in boundary-pushing environments and always finds room for humour. Music is her oxygen, and her heart belongs to Prince and Sheila E. She's an aspiring drummer, she loves travel, family adventures, indie culture, books, film, reading, art, sneakers, wine, funk trivia and doing the bidding of her two young sons.