Building greatness, brick-by-brick: The LEGO Group’s journey into podcasting
26 May 2022
Industry Pro , New Creator
Podcasts have become a pivotal part of The LEGO Group’s marketing mix for adults in the UK. Starting from nothing, piece-by-piece, and over time, the UK team have built up their presence in podcasting. From dipping their toe in the water through host reads with credible talent, they’ve ramped up to co-creating a whole branded content series, At Your Leisure with Sue Perkins on Global Player. At Your Leisure demonstrates how brands and podcasters can work effectively together to create content that is far beyond expectation, reaches new audiences, creates deeper relationships and achieves brand ambitions. Beyond the podcast, this story highlights how valuable a great working relationship between a brand, its media agency and a media owner such as Global can be. By trusting one another, media owners, brands, agencies and podcasters can create something remarkable – and something loved by audiences.