The LEGO Group has announced Publicis One as its newly-appointed global media agency following an extensive 18-month pitch process. This decision comes after careful consideration, with Publicis One succeeding the incumbent agency, Initiative.
Publicis One is set to strengthen LEGO's media connections within an increasingly complex and evolving media and retail landscape. This new partnership is expected to enhance LEGO's marketing strategies, ensuring the brand continues to inspire creativity and learning through play for children and families around the globe.
Julia Goldin, Chief Product & Marketing Officer of LEGO Group, expressed her enthusiasm for the new partnership, stating, "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."
The onboarding process for Publicis One will commence in early July. To ensure a smooth transition and maintain LEGO’s strong brand presence, Publicis One will collaborate with Initiative over a three-month period.
Julia Goldin also extended her gratitude to Initiative/IPG for their seven years of service, highlighting their contributions to LEGO's growth and success. "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."
This transition marks a new chapter for LEGO Group as it continues to engage and inspire its global audience through innovative marketing and media strategies.
Sumit Rawat
