Brand Growth by Purple Metrics How to manage an Insights Team in a global leader brand - lessons from LEGO (guest: Marcelo Ferrarini, Senior Manager Global Insights at LEGO)

How to manage an Insights Team in a global leader brand – lessons from LEGO (guest: Marcelo Ferrarini, Senior Manager Global Insights at LEGO)


In this episode of Brand Growth, Guta Tolmasquim, the CEO of Purple Metrics, interviews Marcelo Ferrarini, the Senior Manager of Global Insights at LEGO. Ferrarini is responsible for leading the insights agenda for LEGO in Western Europe and Emerging Markets, guiding their go-to-market choices across their brand media portfolio and channel activation in those regions.

During the interview, Ferrarini discusses his role in collaborating with the marketing and sales teams to understand their priorities, strategic decisions, and business inquiries. He emphasizes the need to strike a balance between data-driven insights and creativity when developing effective marketing campaigns and strategies.

Ferrarini highlights that LEGO’s approach to staying ahead of the competition and adapting to changing consumer preferences and generational shifts revolves around gaining a laser-focused understanding of the consumer, rather than solely focusing on competitors. By deeply understanding their target audience, LEGO can create engaging experiences that resonate with their customers.

To illustrate their marketing activations, Ferrarini mentions examples such as LEGO Masters, LEGO games, and partnerships with popular franchises like Minecraft and Super Mario. These initiatives allow LEGO to tap into the interests and passions of their consumers, expanding their reach and relevance in the market.

Ferrarini acknowledges that tracking marketing effectiveness is one of the biggest challenges faced by marketers today. However, he stresses the importance of consistency in consulting to overcome this challenge. By establishing clear metrics and regularly evaluating campaign performance, LEGO can make informed decisions and optimize their marketing efforts.

Overall, the interview with Marcelo Ferrarini provides insights into LEGO’s approach to marketing and how they navigate the ever-evolving landscape of consumer preferences and competition. By combining data-driven insights, creativity, and a deep understanding of their consumers, LEGO continues to deliver successful marketing campaigns and drive brand growth.

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