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Publicis Media has secured a significant new account, becoming the agency of record (AOR) for Lego, which spends over $400 million on media globally.
Previously, IPG Mediabrand agency Initiative had managed Lego’s media since 2017. However, Publicis is now establishing a new bespoke agency, Publicis One, to take over the account, with potential for further similar ventures.
A spokesperson for Lego stated, “We were impressed with Publicis One’s extensive expertise and shared cultural values. We look forward to collaborating to enhance our ecosystem, utilizing their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families worldwide, nurturing creativity and fostering learning through play.”
They also expressed gratitude to Initiative/IPG for their partnership over the past seven years, noting their support in growing the business, launching the first global brand campaign, and reaching more children than ever before.