The LEGO Group

In 2024, the LEGO Group underwent major changes—introducing new teams like Markets and Channels, and rethinking how it works and connects with audiences. This transformation also emphasised the continued importance of a close-knit relationship with in-market teams across the globe, including the UK and Ireland PR team, ensuring that the localisation and activation of the global strategy on the ground was as effective as possible.

The Corporate Brand Communications (CBC) team set the tone globally—launching large-scale campaigns, shaping sustainability and executive communications, and leading truly standout announcements. A crucial aspect of this success was the importance of working closely with local teams, tailoring the global approach to ensure resonance and impact with local audiences. As the LEGO Group’s Global and Local Communications teams grew, so did its impact, helping the Company retain #1 in RepTrak during a year of transformation and supporting a record-breaking financial year.

Simultaneously, the joined-up partnership between CBC and UKI strengthened feelings of connection and purpose across the UK & Ireland and indeed the wider business. This was reflected in internal employee survey scores, as motivation and job satisfaction increased 10% yoy. 2024 was incredible—and CBC laid strong foundations for what's next.