Lego Group appoints Publicis One as its new global media agency

The Lego Group, which annually spends over $400m on media globally, has appointed Publicis One as its new global media agency. The agency was selected after an 18-month pitch, which included incumbent agency Initiative. IPG Mediabrand agency Initiative, which repitched, has been Lego’s media agency since 2017.

The Lego Group is a Danish construction toy production company based in Billund, Denmark. It manufactures Lego-branded toys, consisting mostly of interlocking plastic bricks.

As the new LEGO Group’s global media agency, Publicis One will focus on strengthening the group’s connections with its audience within a complex and rapidly evolving media and retail landscape.

“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,” said Julia Goldin, The LEGO Group’s chief product and marketing officer.

“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,” she added.

Publicis One will commence onboarding from the beginning of July. It will work with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO brand.


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