"Lego is building up an in-house programmatic media buying team and hiring programmatic experts in the United States and Denmark. It's among several advertisers currently deepening in-house media benches. The brickmaker advertised for five programmatic roles during January, including positions for a global programmatic media manager, programmatic media associates and media planning associates. The hires are a sign that the company is further developing the in-house media unit it first established in 2024."
"In January, U.K. retailer Boots moved to hire a digital media manager in order to in-house its paid social operation - the final piece of the puzzle for the retailer, according to head of performance media Neil Jones. Boots' 27-person-strong team already handles programmatic media buying, as well as its spending on CTV, affiliate PPC and audio. "We've reached a point where we can move quicker, we can have more control, we can have our own accounts,""
Lego is expanding an in-house programmatic media buying team and recruiting programmatic experts in the United States and Denmark. The company advertised five programmatic roles in January, including a global programmatic media manager, programmatic media associates and media planning associates. The global manager role specifies a subject matter expert to lead execution for the direct-to-consumer unit and to build, lead and inspire a high-performing programmatic team. Publicis One handles the global media account, and the in-house build is being pursued in partnership with Publicis Media. Other advertisers are likewise deepening in-house media capabilities, as seen with Boots.
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