Lego is building out an in-house programmatic team

Lego is building up an in-house programmatic media buying team and hiring programmatic experts in the United States and Denmark. It’s among several advertisers currently deepening in-house media benches.

The brickmaker advertised for five programmatic roles during January, including positions for a global programmatic media manager, programmatic media associates and media planning associates. The hires are a sign that the company is further developing the in-house media unit it first established in 2024. Publicis One handles Lego’s global media account (Publicis did not respond to requests for comment prior to publication).

According to Lego’s posted job listings, the global manager role required a “subject matter expert” in programmatic media to lead execution for the Danish company’s direct-to-consumer unit. The position would be briefed to “build, lead, and inspire a high-performing programmatic team,” according to the listing.

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