New Delhi: The Lego Group has announced a changing of the gears for its global media strategy, appointing Publicis One, powered by Starcom, as its new media agency partner. This decision comes after an extensive 18-month long selection process that involved several agencies, including the Lego Group’s incumbent agency Initiative, who held the account for seven years.
Publicis One, known for its interconnected and collaborative approach across its agencies, will officially begin working with Lego in July. A three-month transition period is planned to ensure a smooth handover from Initiative.
“We were very impressed with Publicis One’s expertise and, importantly, their values aligned perfectly with ours,” said Julia Goldin, Chief Product and Marketing Officer at the Lego Group. “We’re excited to partner with them to create even more engaging and meaningful experiences for our audiences worldwide. Our goal remains the same: to inspire children and families through the power of play and nurture creativity and learning.”
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Publicis One will take the reins on Lego’s global media strategy, a significant account with a reported annual budget of $410 million according to COMvergence. Lego has a long history of successful marketing campaigns, including the recent “Rebuild the World” platform that featured initiatives like “Play Unstoppable” and “Play is Your Superpower.” Publicis One’s deep well of experience will undoubtedly play a key role in shaping the future direction of Lego’s media strategy.
The Lego Group expressed gratitude to Initiative for their contributions over the past seven years. “We want to thank the Initiative/IPG team for their hard work and collaboration,” said Goldin. “Together, we’ve achieved significant growth, launched our first global brand campaign, and reached more children than ever before. We appreciate their support.”
With a new media partner on board, Lego seems poised to continue its mission of inspiring creativity and learning through the power of play for children around the world.
