{"page":"/blog/netflix-lego-pg-in-house-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","What happened","Source"],"rows":[["July 2024","Publicis One (part of Starcom) appointed to global media, replacing Initiative.","Digiday, 15 October 2024"],["September 2024","Media activation teams, previously run by regional executives, consolidated into one global unit; recruiting a VP of global media activation.","Digiday, 15 October 2024"],["15 October 2024","Claire Waugh (SVP, markets and channels marketing) says Lego is reviewing \"every component\" of its media supply chain, is \"in the early stages\", already manages programmatic and search for its direct-to-consumer business, and consulted Nike and P&G. Media spend \"reportedly\" $469 million a year, citing Campaign Asia.","Digiday, 15 October 2024"],["January 2026","Five programmatic roles advertised, including a global programmatic lead for the DTC unit, in the US and Denmark.","Digiday, 4 February 2026"],["4 February 2026","Freddie Liversidge (VP, global media activation): \"We're embarking over the next couple of years to build an in-house digital paid media team\", \"in partnership with our key strategic partner, Publicis Media\".","Digiday, 4 February 2026"]],"sourceUrls":[["https://digiday.com/marketing/lego-considers-bringing-more-media-in-house-after-appointing-publicis-one-to-handle-global-media/"],["https://digiday.com/marketing/lego-considers-bringing-more-media-in-house-after-appointing-publicis-one-to-handle-global-media/"],["https://digiday.com/marketing/lego-considers-bringing-more-media-in-house-after-appointing-publicis-one-to-handle-global-media/"],["https://digiday.com/media-buying/lego-is-building-out-an-in-house-programmatic-team/"],["https://digiday.com/media-buying/lego-is-building-out-an-in-house-programmatic-team/"]]}