LEGO Taps Golin As New Public Relations AOR

GolinGolin is an integrated agency with PR, Digital and Content at our core. Our ambition is to create change through brave, relevant ... Learn more about Golin, visit their profile in The Connected One's Marketplace.

LegoGolin [TCO] has scored a big win after a recent competitive pitch that included a number of the agency’s offices including Toronto.

Working in partnership with the in-house LEGO [TCO] brand relations and digital marketing teams, Golin [TCO] 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.”

The relationship has already been activated with Golin’s first project 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.


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