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The Lego Group picks agency for $469 million global media account | News

The Lego Group has selected Publicis One as its global media buying and planning agency of record following an 18-month competitive pitch process.

IPG Mediabrand agency Initiative was the incumbent and repitched for the account. It had worked with the Danish toy bricks brand since 2017. 

Lego sent out a request for information to advertising holding groups in March last year.

Publicis One is a “bespoke model and team from Publicis Groupe for The Lego Group,” according to Lego. It will start onboarding this month and work with Initiative over a three-month period to “ensure a seamless transition and continued strong presence” for the brand, Lego added. 

Lego spends about $417 million on media globally, according to figures from COMvergence.

Publicis One has been briefed to continue to explore “relevant and authentic ways to engage audiences” as well as “strengthening” the brand’s connections with customers “within a complex and rapidly evolving media and retail landscape,” Lego said. 

Julia Goldin, chief product and marketing officer at the Lego Group, said: “We were impressed with Publicis One’s depth and breadth of expertise, as well as their aligned cultural values. We look forward to working together to further enhance our ecosystem, leveraging their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.” 

She added: “We would like to thank the team at Initiative/IPG for a great seven years. They have been with us every step of the way as we significantly grew the business, launched our first global brand campaign and reached more children than ever before. We are grateful for their support and collaboration.”

Initiative and Publicis One declined to comment.

Lego’s creative account is handled by an internal creative agency, called Our Lego Agency. 

Our Lego Agency and Interbrand conducted a global refresh of Lego’s design elements in April this year, with the aim of greater consistency across physical and digital branding.

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