Publicis One appointed by Lego as the global media agency

Lego has chosen Publicis One, supported by Starcom, as its new global media agency. This decision followed a brief 18-minute pitch process that included Initiative, the incumbent agency under IPG which had managed Lego's media duties for seven years. According to COMvergence, Lego's annual media budget amounts to approximately $410 million.

Starting in July, Publicis One, known for its interconnected cross-agency approach, will commence onboarding. Over the past three months, Publicis One has collaborated with Initiative to facilitate a seamless transition for Lego.