Carat has been appointed to handle Lego’s £35m European media buying and planning account as predicted in Marketing Week (September 23).
Carat has been appointed to handle Lego’s &£35m European media buying and planning account as predicted in Marketing Week (September 23). In the UK, the business moves from Starcom Motive.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.