In the aftermath of calling a media pitch which lasted for about 18 months and included participation from the incumbent agency- Initiative (part of Interpublic Group), Publicis One, powered by Starcom, has won the global media mandate of The Lego Group.
The Publicis Media Group agency will commence onboarding from the beginning of July and will work with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO brand.
That being said, The Lego Group which has consistently connected with and inspired fans, families, and kids on the importance of play and launching campaigns as part of the “Rebuild the World” global platform, including “Play Unstoppable” and “Play is Your Superpower”, will continue exploring relevant, and authentic ways to engage its audiences.
As part of this partnership, Publicis One will also focus on strengthening these connections within a complex and rapidly evolving media and retail landscape.
Commenting on the development, Julia Goldin, Chief Product & Marketing Officer, The LEGO Group, said, “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.”
“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.
