"Seeing your ideas become real is what makes it all worth it.” Meet Mara.🎨
Mara has always been interested in how ideas move. Originally from Germany and raised internationally, she grew up seeing how culture, context and perspective shape the way people connect with brands.
“I’m so fascinated by how ideas travel. My roles in marketing and advertising have allowed me to explore this by focusing on how brands grow by connecting with people through culture and technology. When the opportunity came to work on a brand with the scale and relevance of the LEGO Group, it felt like a natural next step.”
Although she has only been at Our LEGO Agency for a few months, the pace and breadth of the role have already pushed Mara to grow.
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“I’ve had the opportunity to work across multiple major platforms and teams. I’ve been leading strategy for the LEGO F1 partnership, working closely with leadership across OLA, and collaborating with teams like Futures and Insights.”
That exposure has given her a fast, holistic view of how the organisation works.
“It’s been a great way to understand how different parts of the business connect and how ideas move from strategy into execution.”
For Mara, strategy is not just about analysis. It is about possibility.
“Analysis is only one part of strategy. The bigger part is imagining new possibilities for how fans can experience the brand.”
That thinking came to life in one of her most memorable projects so far.
“The LEGO Ferrari helmets activation at the 2026 Australian Grand Prix was a big moment for me. I briefed the creative team on it last year, and seeing it come to life was almost surreal.”
The idea quickly travelled beyond the event itself.
“It was picked up by publications from Hypebeast to Sky Italia, and most importantly by fans. It showed what happens when we understand what matters to people and make it better through the medium of LEGO bricks.”
That journey from idea to reality is what she finds most rewarding.
When strategy, creative, integrated services and the broader LEGO organisation all come together, and something that started as words on a page becomes a real idea in the world, that’s the best part.”
It is also where the role demands the most.
“Strategy often means navigating complexity and stakeholders. There are a lot of perspectives to balance.”
Her approach is deliberately simple.
“I try to keep things in perspective. Stressing rarely improves the work. Focusing on the idea, and making it better and more fun, usually gets you there.”
That mindset is supported by the culture around her.
“The great thing about OLA is that people consistently look out for each other. Every day, people step up to help teammates, whether that’s pushing ideas further or just being there for each other.”
She sees that collaboration as essential to producing strong work.
“The best ideas happen when people feel comfortable challenging each other and pushing the work further, always with the shared goal of making it better.”
That spirit has been particularly clear in large-scale partnerships.
“One highlight has been launching the LEGO F1 Academy team with driver Esmee Kosterman, from the initial announcement in Las Vegas to getting the season underway. It’s been a great example of different teams coming together to make something meaningful happen.”
At its core, her work is about impact. Not just commercial impact, but emotional impact.
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“Especially when the world can feel heavy, what we do matters more than ever. It’s about bringing people joy and giving them the tools and inspiration to create more.”
That belief aligns closely with what she has found inside the organisation.
“Of course the brand and product are incredible, but what really makes it is the people. They’re smart, they get it, and they genuinely care about each other.”
It is something she has noticed quickly.
“The people here are exceptionally talented and generous with their thinking. You’re surrounded by people who care deeply about doing great work.”
That environment creates the conditions for strong ideas to emerge.
“When people feel trusted and supported, they can bring their best thinking to the table.”
Just imagine your LEGO® career.