The LEGO Group

In 2022, the LEGO Group was expanding into a range of new areas, from unprecedented growth with adults, to digital-native audiences and a greater focus on Earned across channels – all whilst celebrating its heritage, hitting the milestone of 90 years in business.

During this change, its Corporate Brand Communications team championed the value of earned to increase headcount by 50%, grow employee satisfaction by double digits, and deliver #1 share-of-voice vs competitors in a year that saw the business increase its sales by 13 percent and maintain its position as one of the most reputable brands on the planet.