Arvind Hickman
Mar 23, 2023

Lego Group builds towards global media review

IPG Mediabrand agency Initiative currently handles media buying and planning.

A Lego car brought to life, driven by Katy Perry
A Lego car brought to life, driven by Katy Perry

Lego has begun a global review of its media buying and planning arrangements.

The Danish-headquartered toy bricks giant has worked with Initiative since 2017 and spends about $415 million on media globally, according to COMvergence figures.

Campaign understands Lego has sent out a request for information to advertising holding groups, and the process is at an early stage, several sources have confirmed.

Lego Group’s creative is handled by an internal creative agency called Ola (Our Lego Agency).

The toy group grew its annual revenues by 17% to DKK64.6 billion ($9.3 billion) in 2022.

Recently, Lego and Initiative worked on an audio-led campaign, fronted by comedian Sue Perkins and other celebrities, to encourage adults to use Lego builds as a form of de-stressing.

Lego's Christmas campaign, which starred Katy Perry, showed children building a car out of Lego that was brought to life by the singer. It was ranked the second-most effective of the 2022 festive season by System1. 

Initiative declined to comment on the review and Lego Group did not respond to Campaign by the time of publication.

Source:
Campaign UK

Related Articles

Just Published

5 hours ago

Humour in advertising is a serious business

A creative, a client and a planner walked into a bar… and then they lost their nerve and forgot that it pays to be funny.

1 day ago

40 Under 40 2024: Dalton Henshaw, Bullfrog

Henshaw may have provoked doubters when he launched a creative indie shop during the onset of the pandemic. But four years later, armed with a healthy roster of clients and a set of happy employees, who’s laughing?

1 day ago

FCB India's Dheeraj Sinha on commanding agency ...

Marking one year in his role as CEO of FCB Group India and South Asia, Sinha sits down with Campaign to discuss building a culture of “swag, not arrogance," his intense leadership style, and empowering young talent.

1 day ago

Move and win roundup: Week of November 4, 2024

Third Avenue Consulting, Endeavour Group, The Lux Collective, Apparent, Quiip, Pure Public Relations, and more in our weekly roundup of people moves and account wins.