Lego udpeger nyt globalt mediabureau

​Det bliver IPG Mediabrands, der skal håndtere The Lego Groups verdensomspændende mediaindkøb og rådgive legetøjsgigantens om dens fremtidige mediastrategi.

Valget faldt på gruppens globale brand Initiative.  I Danmark bliver det IUM og iRetail, der arbejder med Lego.

Det danske team begynder at arbejde med Lego fra januar. Omfanget er ikke afklaret i skrivende stund.

Lego-koncernen indledte i juni en stor pitcherunde blandt flertallet af de globale mediabureaugrupper. Det er normal procedure med løbende eftersyn af bureauernes arbejde, men det var første gang i 15 år, at legetøjskæmpen gennemførte den helt store sondering blandt samarbejdspartnere.

Digitale legeprodukter

Set i helikopterperspektiv bliver opgaven blandt andet at lægge sporet for Lego-brandets videre udfordrende rejse, fra fysisk legetøj til digitale og medieprodukter, der baserer sig på Lego oplevelsen og kulturen. Lego har i år introduceret flere nye platforme for at integrere digitalt og traditionelt legetøj i nye legeprodukter.

LEGO Life er således en digital platform, der skal opmuntre børn til at dele deres lege- og byggeoplevelser. For nylig introducerede virksomheden også platformen LEGO Boost, som kombinerer kodning og traditionel byggeleg.

Dejligt med Lego til jul

Den danske CEO er glad og temmelig stolt over, at et af verdens top-100 brands kommer til huset.

“Det er altid dejligt at få Lego til jul, men i år er det også et kæmpe klap på skulderen til alle vores internationale kolleger, og lidt af en ære for det danske kontor at få lov at arbejde med et så unikt dansk brand,” siger Michael Thim, der sikkert glæder sig ekstra over nyheden; et andet dansk brand med global styrke valgte jo også Mediabrands for nylig – nemlig Carlsberg.

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