Lego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
Claiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price inelasticity.
Attracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Opening the doors of its Danish HQ to celebrate its 90th anniversary, Lego outlines how it plans to put play back on the agenda.
Isabel Graham takes on the head of marketing role in the UK and Ireland as former UK marketing boss, Marius Lang, leaves to become general manager for Lego Group in Benelux.
Speaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
For consumers to really be at the heart of an organisation, customer centricity can’t just be limited to marketing, according to the global CMOs at Lego and GSK.
The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Lego believes it has a role to play in equipping children with the skills they might need in a future job market set to be disrupted by automation.
Lego CMO Julia Goldin tells Marketing Week’s Ellen Hammett about the brand’s mission to inspire the ‘builders of tomorrow’, plus a special report from Salesforce World Tour in London
Gillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback.
Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
Understanding data is essential if a marketer wants to develop their career, with creativity no longer enough.
Lego had “its best year ever” in 2015 with global sales growing by 19%, as the toy company’s push to reach 100 million children worldwide and up its sustainability efforts paid off.