AMA Atlanta – March 2015 Signature Luncheon: How LEGO Revived Its Brand

Overview:

LEGO experienced decades of growth and innovation and in 2000, was the fifth-largest toy maker in the world.  In 2004, they announced a huge deficit and needed to make big changes to turn the company around.  The company was struggling to give consumers what they wanted and made a bold move to hand over creative direction to the core fans of the brand!

At this lunch event, Michael Moynihan,  Vice-President of Marketing, will share the elements of the LEGO turn-around strategy.   He will discuss how they moved back to the basics of understanding their core audience and created marketing that adds value to the consumer.

Michael will also discuss the future of LEGO and how they will:

• Focus on the consumer lifetime value, structure marketing around the customer (instead of the product).
• Deal with a rapidly evolving retail and media landscape.

Speaker:  Michael Moynihan, Vice-President of Marketing, LEGO Systems Inc.