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

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

In this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter speak with Jennifer Berry, VP of commerce & digital at Our Lego Agency, The Lego Group’s in-house agency. 

Jennifer shares how Lego is rethinking its operating model by 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 creative and high-impact work.