Keynote presentation af Inhouse Agency Forum (IHAF) 2014 Awardshow in Boston. Theme: Presentation of LEGO Inhouse Shopper Marketing Agency.

3. YOUR TASK:
Use the 6 bricks to build a duck…

5. LEGO Profit
LEGO Revenue

6. 0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
LEGO Market Share (G6)

8. Shopper
Marketing
Agency

9. Why in-house agency set-up ?
We are able to move with high speed
We ensure consistency around our many product launches
We protect the core values across all communication
We build knowledge internally vs with external partners
We save money (a lot, actually…)

10. Denmark - USA - Mexico -
United Kingdom - Germany -
Czech Republic - Singapore -
Hong Kong - Shanghai

11. 6 THINGS I BELIEVE IN.

12. 1. PERCEPTION IS REALITY
(SO IF WE WANT TO BE PERCEIVED AS AN
AGENCY, WE MUST FIRST ACT AS ONE…)

14. 2. AGENCY BUSINESS IS PEOPLE BUSINESS
(AND THE CREATIVES ARE THE STARS…)

16. 3. INSIST ON MEASURING
PERFORMANCE

17. BIG, FAT, SLOW, OVER-PRICED...
…OR READY TO PERFORM?

18. 4. EXTERNAL AGENCIES
HELPS US STAY SHARP…

20. 5. SAYING ‘NO’ ALLOWS
US TO FOCUS…

21. THE
SHOPPER
AGENDA

22. NETWORKING AND SHARING
SUCCESS-STORIES…

23. 6. WE PICK OUR CORPORATE BATTLES…

24. SOMETHING POSITIVE
SOMETHING NEGATIVE

25. 1. Perception is reality…
(if you want to be perceived as an agency, start acting as one)
2. Agency business is people business…
(and the creative are the stars)
3. Insist on measuring performance…
4. External agencies helps us stay sharp…
5. Saying ‘No’ allows us to focus…
6. We pick our corporate battles…