Loyalty strategies ‘eight times more likely’ to drive long-term customer retention
Grace GollaschA new report from VCCP and the DMA finds brands with integrated loyalty strategies are 80% more likely to acquire new customers.
Lego
Lego on using tie-ups to ‘buck the trend’ in the toy sector
Jasper BaumannOn a mission to attract new audiences, 85% of people who engaged with Lego’s recent F1 partnership were new to the brand, explains strategy boss Claire Miller.
Lego’s head of effectiveness on making market mix modelling a ‘strategic’ tool
Niamh CarrollLego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
Lego hails record profits as partnership strategy expands
Amrit VirdiClaiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.
Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price inelasticity.
‘A match made in heaven’: Brands on joining forces with women’s sport
Charlotte RogersAttracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Lego at 90: Inside the brand’s mission to prioritise play
Molly InnesOpening the doors of its Danish HQ to celebrate its 90th anniversary, Lego outlines how it plans to put play back on the agenda.
Lego appoints new UK marketing boss
Lucy TesserasIsabel Graham takes on the head of marketing role in the UK and Ireland as former UK marketing boss, Marius Lang, leaves to become general manager for Lego Group in Benelux.
‘Saying you’re customer-centric is not the same as being customer-centric’
Manny PhamSpeaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
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.
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.