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The Lego Group has appointed Publicis One as its global media agency following an 18-month pitch, ending its seven-year relationship with IPG’s Initiative.
Publicis Groupe’s interconnected cross-agency model, led by Starcom, will now oversee the Danish toymaker’s media budget, which is estimated to be worth over $410 million annually per COMvergence.
“We were impressed with Publicis One’s depth and breadth of expertise—as well as their aligned cultural values,” said Lego Group chief product and marketing officer Julia Goldin.
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“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,” she added.
Building a playful brand
Lego works with a small selection of creative and design agencies on a project basis. Recent partners have included Droga5 Dublin and Omnicom’s Interbrand, with the latter having just unveiled a new identity for its flagship brand.
However, the bulk of its creative output comes from its in-house shop, Our Lego Agency (OLA). Over the last two years, the brand has doubled down on its mission to connect fans, families and kids through play; a purpose spearheaded by Goldin through campaigns including “Play Unstoppable” and “Play Is Your Superpower.”
In a statement, Lego said it will continue to explore relevant and authentic ways to engage its audiences with Publicis One in tow. The agency will be expected to focus on strengthening these connections within a “complex and rapidly evolving media and retail landscape.”
In March, the business reported a 5% decline in year-over-year operating profit amid a tough toy market. However, CEO Niels Christiansen said it hoped new products—including its tie-up with Fortnite owner Epic Games, which saw more than 2.4 million concurrent players register for the first release shortly after launch—would drive long-term growth for Lego.
