LEGO’s new global media agency could be useful later this year

The LEGO Group has appointed a new global media agency whose experience could make them a useful asset for an upcoming release.

The LEGO Group’s past campaigns over the past seven years have all been organised by Initiative but the company has now announced that moving forward, Publicis One will be the LEGO Group’s new global media agency.

The change isn’t taking place immediately as there will be a three-month onboarding process that has already begun as a joint effort between Publicis One and Initiative and they were selected after an 18-month pitch, which included Initiative re-pitching.

“We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values,” commented the LEGO Group’s Chief Product & Marketing Officer Julia Goldin.

“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.”

Initiative’s campaigns over the past seven years include the Rebuild the World global platform which in turn includes Play Unstoppable and Play is Your Superpower. Publicis’ past campaigns include work for McDonalds, Tesco, British Airways and IKEA.

Based on their work, it will be interesting to see what a fresh team can bring to the LEGO Group’s campaigns moving forward and they have notable experience with brands familiar to the LEGO Group including The Muppets and even Horizon Zero Dawn.

Depending on how fast the onboarding process goes, that might come in handy with the upcoming release of LEGO Horizon Adventures. That also depends on whether the team assigned to the LEGO Group is familiar with the campaign for the PlayStation game and whether they will be at all responsible for marketing the title, in any form.

Support the work that Brick Fanatics does by purchasing your LEGO through our affiliate links. Thanks!