COURTESYOF^ LEGO,LINKEDIN42 MARCH 16, 2020 |^ ADWEEK®
Julia Goldin
CMO | Lego
This past year under Goldin, Lego
launched its first global brand campaign
in 30 years. The message of “Rebuild
the World” is meant to inspire kids to
use their imagination—and Lego bricks. To communicate the idea, a
roughly two-minute animated film took viewers inside a child’s mind
and featured characters past and present from the Lego universe.
This inventive initiative was spurred by a slump in sales—growth was
up 5% during the first half of the year, a decline compared to past years—
and is part of Lego’s broader efforts to remind consumers of its initial
value proposition, learning through play. The ad campaign came on the
coattails of a number of efforts, including new products such as learning
sets and systems that aim to spark an interest in STEM, as well as its
digital platform, Lego Life, which offers children a way to connect with
the brand online. The company also teamed with organizations via its
Lego Foundation, such as a $100 million partnership with Sesame Street
Workshop to provide Legos to children living in refugee camps.
As Goldin said during a presentation at Cannes in June: “Retail
landscape changes. New digital games are coming out. Kids get into other
things. You can’t avoid not being challenged, but you have a choice. You can
either be disrupted, or you can embrace the changes and leverage them to
continue to develop, delivering on your purpose.” —R.C.AWARDS
Melissa Selcher
chief marketing and
communications
officer | LinkedIn
In her more than three years at LinkedIn,
Selcher has quickly risen through the
ranks. She started in her latest role earlier
this year, expanding her purview to
oversee the brand’s massive international
presence. Previously the vp for brand,
communications and social impact, Selcher
led a team of over 150 in offices around the
world as she worked to develop consistent
messaging for the growing company.
Her hard work paid off. When Selcher
was vp, her rollout of a rebranding effort—
including changes to the logo, typography
and colors—extended the professional
networking brand to younger generations.
The award-winning messaging helped
LinkedIn grow to the more than 675 million
users it has today. “We really understand
what our members and customers need from
us,” Selcher told Adweek at the time. “They
want us to be telling the stories and doing the
things we’re doing in the world. For 16 years,
we’ve had the same vision and the same
mission. They wanted us to tell that story
in a more human, more consistent, more
approachable way.” —S.J.