Following a global media benchmarking review of its advertising and media resources, LEGO, the colorful building block marketer, has decided to retain Publicis Groupe's Starcom as its media planning
and buying agent in the United States.
LEGO spends $30 million on media in the United States, according to TNS/CMR, and nearly $75 million worldwide. LEGO's review included WPP Group's
Mediaedge:cia, Interpublic Group's Universal McCann, and Aegis Group's Carat.