The Lego Group has named Publicis One as its global media agency. 

The agency will focus on strengthening these connections within a complex and rapidly evolving media and retail landscape.

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

The agency will commence onboarding from the beginning of July, working with Initiative over three months to ensure a seamless transition and continued strong presence for the Lego brand.

Julia Goldin, chief product and marketing officer, The Lego Group, 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. 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.”