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The Lego Group has appointed Publicis One as its global media agency following an 18-month pitch, ending its seven-year relationship with IPG’s Initiative.
Publicis Groupe’s interconnected cross-agency model, led by Starcom, will now oversee the Danish toymaker’s media budget, which is estimated to be worth over $410 million annually per COMvergence.
“We were impressed with Publicis One’s depth and breadth of expertise—as well as their aligned cultural values,” said Lego Group chief product and marketing officer Julia Goldin.
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