The Lego Group announced today the winner of its 18-month long global media agency review--Publicis One, powered by Starcom, a bespoke agency team just for Lego. 

The Billund, Denmark-based company confirmed that the incumbent, Interpublic Group’s Initiative, also participated in the review. Initiative won the account in 2017. 

Lego spends an estimated $450 million annually on measured media, according to agency research firm COMvergence.  

A three-month agency transition period begins this month. 

Julia Goldin, chief product & marketing officer, The Lego Group, stated, “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.” 

She also gave a nod to the incumbent, thanking Initiative and Interpublic for a “great seven years,” adding that the agency and its parent “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.”