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ID CommsOct 17, 2024< 1 min read

ID Comms in the News: Lego considers bringing more media in-house

In the news: Lego expands in-housing efforts while maintaining key agency partnerships according to a recent article by Digiday.

 


According to a recent article by Digiday, Lego is exploring the possibility of bringing more media buying in-house after appointing Publicis One to handle global media in July.

 

This move is part of a broader "marketing transformation" to strengthen Lego’s digital capabilities and modernize its media strategy, focusing on areas like performance, search, and social media.



Tom Denford, CEO of ID Comms, commented on this growing trend:

“At least half of [the] media pitch briefs we’ve seen in recent years include some form of ambition on the part of the advertiser to expand their internal media capabilities.”

 


Read the full article here: Lego considers bringing more media in-house after appointing Publicis One to handle global media

 

 

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