LEGO Group Appoints Publicis One as Global Media Agency

The LEGO Group has appointed Publicis One, supported by Starcom, as its new global media agency. The announcement on July 1st concludes an 18-month selection process that included incumbent agency Initiative.

The decision comes as the company aims to deepen its connection with consumers in an evolving media and retail landscape. LEGO has historically engaged audiences through campaigns such as "Rebuild the World," "Play Unstoppable," and "Play is Your Superpower," focusing on the importance of play. The collaboration with Publicis One is intended to further strengthen these audience connections.

Julia Goldin, Chief Product & Marketing Officer for LEGO Group, stated that the agency's expertise and aligned values were key factors. "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," Goldin said.

Publicis One will begin its engagement at the start of July, with a three-month transition period alongside Initiative. Goldin expressed gratitude to Initiative for their seven years of partnership, during which the brand experienced significant growth and launched its first global campaign.