Our LEGO Agency’s Jennifer Berry on Building Connected Commerce Beyond Channels

About this episode

Jennifer Berry discusses how LEGO is integrating creativity and commerce through its in-house agency to create connected consumer experiences.

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Jennifer Berry, VP of Our LEGO Agency, Commerce & Digital at The LEGO Group. Jennifer shares how LEGO is rethinking its operating model—bringing creativity, commerce, and retail together under one in-house agency to deliver more connected, audience-first experiences. They explore why consumers don’t see channels the way organizations do, how LEGO is designing seamless ecosystems across DTC, retail partners, and physical experiences, and what it takes to balance long-term brand building with real-time cultural relevance. From immersive retail to evolving PDPs and the role of AI in freeing teams to focus on higher-impact creative work, the conversation shows how leading brands are operating in a world where brand and transaction moments are no longer separate. Key takeaways Most organizations are still structured around channels, but consumers aren’t. That gap is where performance is lost. Growth comes from orchestrating brand, media, and retail into a single performance ecosystem. The immediate role of AI isn’t to replace creativity—it’s to streamline processes so more time can be spent on…

People in this episode

Hosts: Rachel Tipograph, Sarah Hofstetter

Guest: Jennifer Berry

Topics covered

• connected commerce
• consumer behavior
• retail strategy
• AI in marketing
• brand building
• digital experiences

Keywords

• LEGO
• connected commerce
• retail
• AI
• brand strategy
• consumer experience
• digital marketing

Mentioned in this episode

Organizations: Our LEGO Agency, The LEGO Group

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