The LEGO Group picks new global media agency

The LEGO Group has appointed Publicis One as its new global media agency. The agency was selected after an 18-month pitch, which included incumbent agency Initiative. 

As The LEGO Group's global media agency, Publicis One will focus on strengthening the group's connections with its audience within a complex and rapidly evolving media and retail landscape. 

“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," said Julia Goldin, The LEGO Group's chief product and marketing officer. 

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Publicis One will commence onboarding from the beginning of July. It will work with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO brand. 

“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," added Goldin. 

The LEGO Group has consistently connected with and inspired fans, families and kids on the importance of play, launching campaigns as part of the "Rebuild the World" global platform, including "Play Unstoppable" and "Play is Your Superpower". 

Most recently, it launched a campaign titled "Strive for the Best. Together We Break the Record" in Hong Kong. 

As part of the campaign, the Bank of China's sub-brand 'Banking TrendyToo' teamed up with LEGO's certified professional Andy Hung along with other stars to empower young customers to push through boundaries and strive for the best in wealth management. 

Initiated earlier this year, Hung started building the massive LEGO brick diorama based on the original Chinese art piece "Along the River During the Qingming Festival". With the collaborative effort of 'Banking TrendyToo' customers, this masterpiece is expected to be completed and set a new Guiness World Record by October 2024.

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