Lego has restructured its European PR function and is to appoint a
global PR vice-president in a bid to achieve its aim of becoming the
'world's strongest brand among families with children by 2005'.
The global vice-president role will be based at the Danish toy giant's
UK headquarters in Slough and will report to Denmark-based global brand
communication senior V-P Francesco Ciccolella.
Lego's three European PR directors - for northern, central and southern
regions - are to be consolidated under a new Slough-based European PR
director, who will report to the global PR V-P.
A media relations director and cause related marketing specialist will
also be appointed to the team, which Lego hopes to have in place by
Ciccolella said communication of Lego's charitable and CSR work had
previously been 'fragmented'.
The current PR directors for Europe are Danielle Hainauer in the UK,
Ulrica Griffiths in Germany and Grazia Di Benedetto in Italy. They will
concentrate on the markets in which they are based but will assume
control of PR at Legoland's fun-parks.
Lego, whose Bionicle range was last week voted Toy of the Year by the
British Association of Toy Retailers at a ceremony in London, retains
Golin/Harris International and its network of overseas affiliates for
consumer PR across Europe. No decision on agencies is expected until the
fresh PR team is in place, which Hainauer said would be in 'a few months
'This enables us to bring PR into the heart of the marketing
communications mix,' said Lego executive V-P and COO Poul Plougmann,
adding that he hoped for better 'coherence' for brand-related PR.
Lego's regional PR teams in Europe, North America and Asia/Pacific will
report to the global PR V-P and to their regional management.
In 2000, family-owned Lego recorded its first-ever financial loss.
However, the company - which first manufactured its small plastic bricks
in 1932 and employs 8,500 staff worldwide - is expected to announce in
March that it returned to profitability in 2001.