Lego appoints Publicis One as its global media agency

New Delhi: The Lego Group has named Publicis One, powered by Starcom, as its newly-appointed global media agency

The agency was selected after an 18-month pitch, which included the IPG incumbent agency Initiative.

Initiative has been taking care of the brand’s media duties for seven years.

As per COMvergence, Lego’s annual media budget is $410 million. 

The Lego Group’s Chief Product and Marketing Officer Julia Goldin 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."

Publicis One, an interconnected cross-agency model, led by Starcom, will commence onboarding from the beginning of July, working with Initiative over three months to ensure a seamless transition for the Lego brand.

Goldin added, “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.”