Lego is reviewing its media spend to identify in-house management opportunities, emphasizing a broader marketing transformation to modernize and scale up its efforts.
The company previously handled creative advertising in-house for a decade, and the reorganization aims to unify media activation under a global unit for better efficiency.
Claire Waugh stated, 'We need to ensure that we're modernizing and scaling up, and also bridging and elevating our digital capability,' highlighting the company's commitment to enhancing digital operations.
Lego's media spending currently amounts to $469 million yearly, with a focus on optimizing performance across various channels like search and social, considering where in-house management is feasible.
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