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LEGO Americas Appoints Golin to Lead Public Relations Activity

by | Nov 20, 2019

Interpublic Group agency Golin announced a new client, LEGO® Americas, following a recent competitive pitch.

In partnership with the in-house LEGO brand relations and digital marketing teams, Golin will lead integrated brand and product communications priorities across the US, Canada and Latin American markets, including earned media and influencer work in support of the company’s global strategic approach to communications and audience engagement. The remit also includes its owned LEGO Retail business in these markets.

“Our team’s activation scope recently expanded from North America to the Americas, and as we continue to elevate awareness of our longstanding mission and brand story, we knew we needed an agency partner who could help us scale and leverage our innovations and increase our share of voice across a growing list of key markets,” said Michael McNally, senior director, brand relations, LEGO Americas. “Golin brings a unique, data-fused approach to traditional media and influencer engagement that, combined with our category leadership, makes us confident that we will add both breadth and depth to our regional PR approach.”

Golin’s first remit as PR agency for LEGO Americas will be to drive earned media for the brand and its products, including extending its new Rebuild the World platform and several key product launches in 2020. The agency will also activate an “always-on” approach to infiltrating cultural conversations and increasing consumer engagement in real-time. Golin will also further build upon the brand’s engagement with influencers to reach new audiences in a meaningful way.

“We’re thrilled to partner with an iconic, worldwide brand that continues to capture the hearts of fans – mine included,” said Matt Neale, co-CEO of Golin. “Through the power of design, innovation and licensing, LEGO Group proves the value of creativity time and again. We’re excited to harness the power of data-driven, earned-first creative to strengthen the brand’s connection to its core consumers and ultimately, bring LEGO play to more children throughout the Americas.”

LEGO Americas issued a formal RFP in April. Golin will service the business from its New York, Dallas, Toronto and Mexico City offices. The agency begins onboarding and planning this fall, and work will officially begin in the new year.

Engaging Golin for public relations services builds on the existing global relationship between LEGO Group and Interpublic Group’s media agency, Initiative. LEGO Americas will include Golin in its broader integrated media planning efforts with Initiative to maximize the impact of earned, owned, paid and shared media across all marketing communications.

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