Diana Marszalek 18 Nov 2019 // 4:00PM GMT
NEW YORK — Lego, which is two months into its first global brand campaign in 30 years, has awarded its lucrative US, Canadian and Latin American PR business to Golin, the Holmes Report can reveal.
Golin will lead Lego Americas' brand and product communications, including earned media and influencer work, in partnership with the toymaker’s in-house brand relations and digital marketing teams — and in line with the Danish company’s global PR strategy. The remit also covers Lego’s retail businesses across the Americas.
Golin won the seven-figure business in a competitive review that started with an RFP issued in April. The Lego/Golin partnership officially begins early next year.
In addition to driving earned media for Lego and its products, Golin will support the brand’s new global Rebuild the World campaign that launched in September. The campaign, which spans channels and includes live events, aims to expand the company's focus beyond its iconic plastic building bricks towards making the world a better place through imagination and creative thinking.
“Our team’s activation scope recently expanded from North America to the Americas, and as we continue to elevate awareness of our longstanding mission and brand story, we knew we needed an agency partner who could help us scale and leverage our innovations and increase our share of voice across a growing list of key markets,” said Michael McNally, Lego Americas senior director of brand relations.
“Golin brings a unique, data-fused approach to traditional media and influencer engagement that, combined with our category leadership, makes us confident that we will add both breadth and depth to our regional PR approach.”
Lego has worked with a number of agencies, including Flashpoint PR in the US and Mischief in the UK. WE Communications also recently joined the company’s agency roster when Lego Education, which promotes hands-on STEAM education in the classroom, tapped the agency to handle its global comms duties.
Golin’s hiring comes amid Lego’s recovery after weathering a tough 2017. That year saw it record its first drop in sales and profit in more than a decade, resulting in the loss of 1,400 jobs. Late that year, the company hired IPG’s Initiative as its global media agency of record.
Lego’s business has since been on the upswing, however, with the company returning to growth in 2018. Business continued to grow during the first half of this year.
The toymaker, which produced its first interlocking brick 60 years ago, also produces an array of elaborate building sets, some based on franchises like Star Wars, and robotic and digital products. In addition, it has expanded into other modes of entertainment including movies and theme parks.