Lego and GSK on what it takes to be truly customer centric
Marketing Week ReportersFor consumers to really be at the heart of an organisation, customer centricity can’t just be limited to marketing, according to the global CMOs at Lego and GSK.
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Lego: Brands that focus on their audience always win
Matt BarkerThe marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Lego’s CMO ‘fires up’ creativity in first global campaign in 30 years
Ellen HammettLego believes it has a role to play in equipping children with the skills they might need in a future job market set to be disrupted by automation.
Marketing Week Meets…Lego CMO Julia Goldin
Ellen HammettLego CMO Julia Goldin tells Marketing Week’s Ellen Hammett about the brand’s mission to inspire the ‘builders of tomorrow’, plus a special report from Salesforce World Tour in London
How Coca-Cola, Lego and Gillette tapped into the wisdom of crowds
Sarah VizardGillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback.
Why Lego is ‘upping the ante’ on its in-house creative agency
Sarah VizardLego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
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Lego: Marketing is about more than creativity
Rachel GeeUnderstanding data is essential if a marketer wants to develop their career, with creativity no longer enough.
Lego talks up social responsibility as profit rise gives brand its ‘best ever year’
Leonie RoderickLego had “its best year ever” in 2015 with global sales growing by 19%, as the toy company’s push to reach 100 million children worldwide and up its sustainability efforts paid off.
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Star Wars success helps Disney overtake Lego as the world’s most powerful brand
Thomas HobbsDisney has overtaken Lego as the world’s most powerful brand after profiting following a series of “clever acquisitions” including the purchases of the Star Wars and Marvel film franchises.
Lego’s marketing boss on vloggers: ‘We don’t just want to pay someone to praise our products’
Thomas HobbsAlthough admitting that it is ‘exploring’ more partnerships with vloggers, Lego’s VP of marketing and consumer experiences Conny Kalcher says it is challenging to do so and still come across as ‘authentic’.
Lego targets parents with global ‘Kronkiwongi’ campaign as part of co-creation strategy
Alison MillingtonLego is targeting parents on Facebook through a partnership with the social network for its “Kronkiwongi” campaign, the latest in a line of efforts to involve co-creation in its marketing strategy.
Disney, Tesco and Lego are among top performing brands in mobile
Kaltrina BylykbashiDisney, Tesco and Lego rank top of the list in a new mobile audit administered by the Internet Advertising Bureau (IAB), as brands are increasingly improving their mobile optimisation.
Lego’s VP of marketing on listening to customers, movies and 360 marketing
Alison MillingtonMarketing Week caught up with Lego’s VP of marketing Conny Kalcher at the World Federation of Advertisers’ Global Marketer Week in Marrakech to chat about the iconic toy brand’s next phase.
Lego says it wants to be a ‘small giant’ as it backs consumer-focused marketing
Alison MillingtonLego says it wants to be a “small giant” rather than a “giant dinosaur” as it pledges a consumer-focused approach to marketing to continue to drive profits; a strategy that has already driven a remarkable turnaround for the brand over the past 10 years.
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‘Everything is awesome’ for Lego as it overtakes Ferrari as most powerful brand
Thomas HobbsLego, fuelled by the box office success of The Lego Movie, has overtaken Ferrari to become the world’s most powerful brand in 2015 as Apple holds its crown as the most valuable, according to the latest Brand Finance Global 500 report, for the year ending 1 January 2015.