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Sr. Strategic Planner, LEGO Agency


China, Shanghai

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Are you bold enough to build with LEGO?

Creativity is at the heart of the LEGO
play experience, and at the heart of
our communications. We’re looking for people who has different thinking to feed our creative brains.

Core Responsibilities

The role of the Sr. Strategic Planner is to infuse consumer trends and media insight into the process of developing strong local campaigns for China.

To play a key role in identifying killer insights to build a long term Brand platform in China and to support building LEGO’s first ever China inspired IP.
To translate customer briefs in to clear creative briefs and to bridge between LEGO Agency, Media Agency and Digital Agency with the purpose of a qualified assessment of China teams media/Digital strategy and potentially challenge this. To be able to do this there is a need for a person with experience in the diverse media platforms and ecosystems in the China. There will be large degree of collaboration with the Creative Directors, our other Campaign Strategist and the Market Partners (AM’s/PM’s) in the above process.

•Strong insight in medias in the China and secure being updated on new trends/Medias
•Develop creative briefs based on business briefs received from Marketing teams
•Take part in the early stages of strategy and concept development
•Keeping updated on Global Campaign Strategy/Concept on key franchise priorities in China
•Secure the right insights for building a long term sustainable Brand platform in China
•Establish regular inspiration sessions/case studies for internal TLA team and Marketing teams.

Play your part in our team succeeding

The LEGO Agency is a newly formed part of the TLG that focuses on delivering best-in-class campaigns, insight driven & fit for purpose solutions across the LEGO group both developing Global Campaigns and also covering 4 main regions – AMS, EMEA, China & APAC.

The LEGO Agency Asia, covers both China and APAC markets and is focused on developing End-2-End campaigns for the whole Asian region with special focus on China – occasion campaigns and amplifying global campaigns with a regional twist – incl. full value chain from campaign strategy to final ins-store solutions.
And from 2019 the Shanghai team has got additional resources for an increased effort on Building the LEGO Brand in China and working on Global Novelty Project (Play Theme) with focus point on China.

The Strategic Planner position will report to the Senior Director, LEGO Agency Asia, and will be based in Shanghai.

Do you have what it takes?

•University degree or other longer education
•Or the School of Life in an Media/Advertising Agency
•6-9 years experience in Strategic Planning from Advertising Agencies ,Branding Agencies or Digital Agencies
•Strong Strategic and Commercial understanding
•Experience in analyzing consumer and media trends and to bring this at play in the briefing process and in dialogues with creative team and customers
•Elaborate experience in campaigns – from in-store over social/digital platforms to ATL
•Strong communication and presentation skills
•Previous experience and familiarity with brands that advertise to parents or within the toy category is highly valued
•Experience in Building a strong local presence of Global Brand in China clearly an advantage
•Ability to turn complex briefs into simple and focused creative briefs
•Strategic orientation
•Customer focused and consumer driven
•Functional expertise
•Some traveling between Shanghai/Singapore and Europe offices might occurs
•Experienced in Power Point or similar presentation programs
•English Advanced/intermediate
•Mandarin advanced/intermediate

Join the global LEGO family

The LEGO® Group recruits and develops people entirely on merit. If you are confident you have what it takes to succeed in this role – and you share our commitment to creativity, collaboration, and quality – use the APPLY NOW button above or below. Please remember to attach your application and current CV.


"It is fascinating to be part of an organization that builds a better tomorrow for children. Although being a support function you are fully aware that your efforts have a huge impact. It is great to be part of immense growth plans and globalization, and that you never know what tomorrow brings."