The LEGO Group appoints new global media agency after 18-month pitch process
The LEGO Group has announced Publicis One as its newly-appointed global media agency after an extensive pitch process.
As confirmed by the group this week, the 18-month pitch included incumbent agency, Initiative.
The terms of the new agreement were not disclosed by the LEGO Group.
Publicis will be tasked with strengthening LEGO’s connections with its fans “within a complex and rapidly evolving media and retail landscape” on the back of campaigns such as the “Rebuild the World” global platform.
“We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values,” The LEGO Group’s chief product & marketing officer, Julia Goldin, said.
“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 has commenced onboarding this month and is working with Initiative over a three-month period to ensure a seamless transition.
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.”
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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18 months shows a lack of respect for the agency community. Please do better.
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18 months is ridiculous. what is the world coming to?
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18 months jeez
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18 months suggests to me there were many, many rounds of pricing reviews and pushing media costs down to un-deliverable levels without a favoured partner. Yet they talk about an alignment of values and insights. Lets hear about the real evaluation process/criteria please
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I can only imagine how long a campaign approval process will take
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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. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.”
BUZZWORDS BUZZWORDS BUZZWORDS
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Tough month for Initiative….
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