Lego, the largest toy manufacturer in Europe, has signed
McCann-Erickson to handle its global brand strategy as it strives to
build closer relationships with consumers in all its markets.
The brief covers a wide range of disciplines, including advertising,
relationship marketing, event marketing, direct marketing and new
McCanns will look into how Lego’s brand values are communicated across
different media to different audiences worldwide.
It will also investigate the nature of the brand’s relationship with
consumers across markets.
As well as the wider strategic brief, companies within the
McCann-Erickson WorldGroup will work on specific projects for Lego.
Future Brand, McCann’s brand consultancy arm, will look at brand names
and design, while McCann Relationship Marketing will be responsible for
developing affinity schemes in a bid to build deeper relationships with
consumers across all markets.
Lee Daley, chief strategy officer for McCann Europe, who is overseeing
the project, said: ’Lego wants to understand how the brand fits into
consumers’ lives. This is not just about advertising, it’s very much a
strategic appointment. We’re dealing with whatever needs to be done to
develop the image of the brand; it’s about all points of contact.’
Daley will report to Christian Majgaard, executive vice-president of
global brand development at Lego. Majgaard was unavailable for comment
as Marketing went to press, and the budget for the assignment was not
McCann’s appointment is the latest stage in a major ongoing review of
Lego’s worldwide communications strategy. Last July Lego parted company
with Bartle Bogle Hegarty, which created the company’s award-winning
’box’ ad, and handed Ammirati Puris Lintas its global advertising
Earlier this month, Lego appointed Starcom to its pounds 24m North
European media account after a three-way pitch against Initiative Media
and CIA Medianetwork. A decision is still pending on the company’s media
arrangements in Asia and the US.
Lego is sold in about 60,000 outlets in 130 countries. It employs about
10,000 people across 30 countries.