The Lego Group has appointed Publicis One as its international media company following an 18-month pitch, ending its seven-year relationship with IPG’s Initiative.
Publicis Groupe’s interconnected cross-agency mannequin, led by Starcom, will now oversee the Danish toymaker’s media finances, which is estimated to be price over $410 million yearly per COMvergence.
“We have been impressed with Publicis One’s depth and breadth of experience—in addition to their aligned cultural values,” mentioned Lego Group chief product and advertising and marketing officer Julia Goldin.
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“We sit up for working collectively to additional improve our ecosystem, leveraging their insights and capabilities to create participating and significant experiences for our audiences,” she added.
Constructing a playful model
Lego works with a small number of artistic and design businesses on a challenge foundation. Current companions have included Droga5 Dublin and Omnicom’s Interbrand, with the latter having simply unveiled a brand new id for its flagship model.
Nonetheless, the majority of its artistic output comes from its in-house store, Our Lego Company (OLA). Over the past two years, the model has doubled down on its mission to attach followers, households and youngsters via play; a objective spearheaded by Goldin via campaigns together with “Play Unstoppable” and “Play Is Your Superpower.”
In an announcement, Lego mentioned it’s going to proceed to discover related and genuine methods to interact its audiences with Publicis One in tow. The company shall be anticipated to deal with strengthening these connections inside a “advanced and quickly evolving media and retail panorama.”
In March, the enterprise reported a 5% decline in year-over-year working revenue amid a troublesome toy market. Nonetheless, CEO Niels Christiansen mentioned it hoped new merchandise—together with its tie-up with Fortnite proprietor Epic Video games, which noticed greater than 2.4 million concurrent gamers register for the primary launch shortly after launch—would drive long-term development for Lego.
