CLOSE-UP: CLIENT OF THE WEEK; History man revitalises Lego

Michael Moore’s expertise is taking the brick into the next century.

Michael Moore’s expertise is taking the brick into the next century.

After 23 years at Lego UK, Michael Moore, the company’s head of

marketing, agrees he’ll ‘probably stick with it’. He’s seen Lego change

drastically over the years, and is preparing to launch a hi-tech version

of the plastic brick. Last week he and his colleagues appointed BMP DDB

to handle the combined pounds 7 million account of Lego and its theme

park, Legoland (Campaign, 18 October).

Such dedication might indicate a childhood obsession with Lego, but

Moore’s schoolboy passion was archaeology. However, a careers adviser

warned him that jobs in that field were thin on the ground, and

suggested that the skills and energy he was using to promote the school

archaeology society might be a good grounding for a career in marketing.

So Moore took up business studies at Norwich City College. Lego was his

first job after graduating. ‘I started out pompous as hell, thinking I’d

stay at Lego for two years and then move on,’ he admits. ‘But new jobs

kept coming up, and I stayed here because the variety has been


His first job at the company was as a management trainee in field sales

across London. ‘I was 21 years old with a Ford Cortina Estate and a

terrific branded product to sell,’ Moore says fondly. He spent two years

in the thick of things, dealing with customers ranging from the smart

toy store, Hamleys, to market traders in East Ham, before moving up to

the Lego headquarters in Wrexham as a management accountant.

After a year immersed in profit and loss accounts, Moore moved into

sales administration and then became a marketing assistant. His next

move was as a public relations manager, before he moved in 1982 to

become a brand manager. Seven years later Moore became marketing

manager, and head of marketing in 1991.

Moore’s own children, a son of five and a daughter of 11, are both Lego

enthusiasts. When they are not building houses and spaceships, the

family likes to go walking, or even revisit Moore’s past enthusiasms

with a trip to archaeological digs in nearby Chester.

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