LEGO Group Appoints New Global Media Agency

In recent years, the LEGO Group’s global advertising strategy has seen campaigns such as ‘Rebuild the Build’ and ‘Play Unstoppable’ target the global LEGO fan base. Today, the LEGO Group has announced a new global media agency to further create engaging global advertising campaigns. Publicis One has been selected as the new global media agency. They will work will current agency Initiative over the next three months. Learn more below.


The LEGO Group appoints Publicis One as new Global Media Agency

BILLUND, Denmark, 1 July 2024: The LEGO Group today named Publicis One, powered by Starcom, as its newly-appointed global media agency. The agency was selected after an 18-month pitch, which included incumbent agency Initiative.

The LEGO Group has consistently connected with and inspired fans, families, and kids on the importance of play, launching campaigns as part of the “Rebuild the World” global platform, including “Play Unstoppable” and “Play is Your Superpower.” They will continue exploring relevant, and authentic ways to engage its audiences. Its new agency partner, Publicis One, will focus on strengthening these connections within a complex and rapidly evolving media and retail landscape.

The LEGO Group’s Chief Product & Marketing Officer Julia Goldin 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.”

Publicis One will commence onboarding from the beginning of July, working with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO® brand.

Julia 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.”

Terms of the agreement were not disclosed.

Author: Adam White

Howdy I'm Adam, The editor of - your go to source for the latest LEGO news, reviews and much, much more. Some of you may know me from other LEGO sites so you'll know I have a good experience of the LEGO community and a deep, passionate commitment to all things LEGO. I specialize in seeking out the latest LEGO news and products, as well as being an expert on all things LEGO gaming. So welcome to BricksFanz - Fuelling Your LEGO Lifestyle.

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