Julia Goldin of Lego is «European CMO of the Year»

Julia Goldin, Chief Product & Marketing Officer of the Lego Group, is the first recipient of the newly created «European CMO of the Year» award. The award was presented on June 22, 2026, as part of the Cannes Lions festival—one of the most important international gatherings for the creative and marketing industries.

Widespread support within the European marketing community

The «European CMO of the Year» award was presented for the first time in 2026. It was initiated by the Serviceplan Group, Samsung Ads, The Trade Desk, Seven.One Media, and the University of St. Gallen. The award is supported by partners such as Euronews, LinkedIn, FEDMA, Horizont, LBBonline, and MarketingDirecto.com. The award honors Chief Marketing Officers who set the standard for cross-border marketing leadership in Europe.

More than 800 marketing executives from 15 European countries and regions initially nominated CMOs who, in their view, embody modern marketing leadership. From the resulting shortlist, the CMOs participating in the «CMO Barometer» ultimately selected Julia Goldin as the first recipient of the award. The selection process is scientifically monitored and validated by the University of St. Gallen.

Prof. Dr. Sven Reinecke, Director of the Institute for Marketing and Customer Insight at the University of St. Gallen and academic partner of the award, explains the selection: «Julia Goldin sets the standard for modern marketing leadership in Europe: strategic, creative, and culturally relevant. She has developed the Lego brand into a cultural icon far beyond its product category, thereby demonstrating how brands today can drive both growth and relevance in equal measure.»

Lego is positioned far beyond the toy category

Under Goldin’s leadership, the Lego Group is said to have consistently expanded its presence in the entertainment, sports, and gaming sectors. Collaborations with brands such as Star Wars, Marvel, Harry Potter, and Fortnite, as well as global campaigns centered on Formula 1 and soccer, have expanded the brand’s reach and appealed to new target audiences, according to the press release. Campaigns such as «She Built That» also exemplify the company’s commitment to combining creativity and inclusion.

Julia Goldin commented on the award, saying, «This award is a wonderful recognition of the brand and its importance in the lives of so many people. My thanks go to the many teams, partners, and everyone involved around the world who help make this possible every day—this award belongs to them just as much.»

Event with more than 100 guests and an AI keynote

The awards ceremony brought together more than 100 leading marketing executives from across Europe, including representatives from business, media, and academia, as well as partners of the awards. Another highlight of the evening was the keynote address by AI strategist and author Nina Schick. The British-German expert is considered one of the world’s leading voices on generative artificial intelligence and spoke about the impact of AI on creativity, brand management, and innovation.

Florian Haller, CEO of the Serviceplan Group, explains the significance of the award: «Marketing is one of the most important drivers of growth and business success. Today, it influences the entire customer journey, from initial awareness to the purchase decision. As a result, marketing contributes more directly and measurably to a company’s business success than ever before. With the European CMO of the Year Award, we want to recognize the achievements of the people who play a key role in shaping this impact.»

The CMO Barometer, which served as the basis for the nominations and the election, is an annual survey of top marketers at leading companies in 14 European countries and the Middle East. In 2026, it was conducted for the seventh time by the Serviceplan Group—in collaboration with the University of St. Gallen and the executive search firm Heidrick & Struggles.

For more information about the Serviceplan Group and the «European CMO of the Year» award, please visit: https://www.serviceplan.com