Lego Fingers International Media Account to Publicis One

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 funds, which is estimated to be value 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 look ahead to 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 inventive and design businesses on a venture 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 inventive output comes from its in-house store, Our Lego Company (OLA). During the last two years, the model has doubled down on its mission to attach followers, households and youngsters via play; a goal spearheaded by Goldin via campaigns together with “Play Unstoppable” and “Play Is Your Superpower.”

In a press release, Lego mentioned it can proceed to discover related and genuine methods to interact its audiences with Publicis One in tow. The company will likely be anticipated to deal with strengthening these connections inside a “complicated and quickly evolving media and retail panorama.”

In March, the enterprise reported a 5% decline in year-over-year working revenue amid a tricky 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.

Publicis will start onboarding from the start of July, working with Initiative over a three-month interval to make sure a easy transition.

“We wish to thank the workforce at Initiative/IPG for an ideal seven years,” Goldin mentioned. “They’ve been with us each step of the way in which as we considerably grew the enterprise, launched our first international model marketing campaign, and reached extra youngsters than ever earlier than. We’re grateful for his or her assist and collaboration.”