Campaign Imminent: Lego taps new internal agency creative (Score 27)

Sales Lead: Lego recently appointed Rudi Anggono as the Americas creative director of its internal creative agency, Our LEGO Agency (OLA).

• Anggono joined the company from Google, where he was the global creative director and BeyondX experience design lead.
• The company will likely:
  • Lego's creative strategy will likely shift under this new internal agency DM.
  • Continue increasing digital spend
  • Conclude its media review soon
• Target demographic: 
  • Gen Alpha

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Lego has spent approximately $13.6m on national TV commercials YTD, down 17% from the approximately $16.4m spent by this point last year.
  • Last year: The company spent around $28.8m on this channel in 2022 and 3% more, around $27.8m, in 2021.
  • 2023 ad programming: Lego's 2023 commercials have targeted Gen Alpha watching shows such as SpongeBob SquarePants, The Loud House, The Amazing World of Gumball, Big City Greens, and The Patrick Star Show.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the toy company has allocated roughly $17.2m toward digital ads, 12% more than the roughly $15.4m allocated within the same 2022 timeframe.
  • YTD data: Lego has earned about 2.4b digital impressions YTD via Facebook (36%), Instagram (41%), YouTube (16%), desktop display (6%), and desktop video (1%) ads.
  • Last year: In 2022, the company's estimated full-year spend reached $35.7m, 35% more than that of $26.5m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with print, local broadcast, digital, OOH, radio, Facebook, Twitter, and online video (via Youtube.com, Youtube Android, and Youtube IOS) ads.
  • Lego also sponsors podcasts including Hidden Brain and ZM's Fletch, Vaughan & Hayley.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to participate in Lego's ongoing media review.
• Current agency roster:
  • ​​​​​​​​​​​​​​In-House: Creative  
  • Initiative: Media AOR  
  • Golin: PR AOR
  • Industry: Creative agency partner
  • Matterkind: Programmatic agency partner  
  • R/GA: Digital agency partner  
  • Reprise Digital: Digital agency partner
  • lyuno: Multicultural agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.