How to market creativity

We take great pride in creating a workplace where people feel supported and can reach their full potential—while they’re having fun.
Marketing academy cover

We are guided by our mission – to inspire and develop the builders of tomorrow. Why have we set ourselves this ambition? Because research shows that when children play, they learn, and we want to help them do this. Continued learning is crucial not only for children but for our people. We know that to develop, you need to learn, evolve and adapt.

Learning is one of our values, and something we believe helps us grow and create amazing LEGO® experiences. From Academies to development training, we’re committed to helping our people grow, develop and shine in their jobs – plus have some fun while they do it. We believe that people learn best when they are playful and positively engaged.

One of our awesome Academies is our Marketing Academy. Here we focus on developing the marketers of tomorrow and help build on their existing skills. We want to make sure our marketing teams are sparking with ideas and insights to help them create engaging campaigns.

Kay Etherington, Director Marketing Academy, explains why the academy is a key building block in our development offer for Marketers at the LEGO Group:

“We have a drive to develop the Marketer of the future. To build on the skills and capabilities of our Marketing teams to ensure that we are data and insight insight-driven and create engaging campaigns and communications to build greater LEGO love."


What can you expect from the Marketing Academy?

PlayDates
These are face to face workshops, where you have the chance to get some hands-on learning with some of our experts. We’ll solve real business issues using some of the best in class marketing techniques.

PlayRooms
These are face to face workshops, where you have the chance to get some hands-on learning with some of our experts. We’ll solve real business issues using some of the best in class marketing techniques.

Masterclass PlaySessions
These are face to face workshops that you have to be invited to them. Think of it as a secret password-protected door. The sessions are filled with challenging topics, and important future strategies so we keep producing safe and awesome products but also help create a stronger business, powerful brand equity and ultimately a better world.

PlayKits
These are small digital packages to give you a helping hand when you need it the most. Wondering how to use Data, how to apply insights, or build your strategy? Your PlayKit will have it. Want to improve your skills and build some new ones? Your PlayKit will have elearning files to help you.


Continued Learning

Because the academy is online, everyone in of our marketing teams is able to join. For the past six months, we’ve had great engagement with our people. From online PlayRooms, planning future face-to-face play dates (one day post COVID-19 😊), and webinars and podcasts, we can share the best of the best with our people.

Cristina Liquori, Brand Director explains the importance of continued learning and how the LEGO Marketing Academy has supported her personal development:

“Marketing as a discipline is constantly changing and evolving. The skills you might have learned in school are likely either already outdated or soon will be. The Marketing Academy allows LEGO marketers to stay current with the latest demands on the competencies of modern marketers. The way that this has impacted my effectiveness is also by focusing on case studies from other brands and companies. This allows for bringing in inspiration from the external world, helps us challenge our view of our audiences or the platforms we use, and re-think how we could do things differently or better as marketers."

If you’d like to join the LEGO Group as a marketing genius, take a look at our global opportunities available!