Creativity4Better. Human Creativity for Societal Change. Claire Miller

Claire Miller

Global Head of Strategy, The LEGO Agency

Claire is an award winning strategist with 25 years experience in helping shape brands to play a meaningful role in people’s lives.

Through a relentless curiosity of people, culture and brands Claire has shaped strategic solutions for some of the world’s most successful global brands; working at BMP DDB and McCann Worldgroup . Today Claire gets to work on the world’s most loved brand LEGO as Global Head of Strategy for the LEGO Agency; leading a team of brilliant thinkers finding new innovative ways to enrich and deepen consumer engagement with the brand across LEGO’s vast ecosystem.

She is another LEGO enthusiast who joined from the McCann Worldgroup team, where she led the overall strategy for Nestle.
Talking about LEGO strategy perspective, Claire Miller said to “The LEGO Group is one of the most beloved and innovative companies in the world. Its diverse product portfolio excites and inspires people of all ages, wherever they are in the world, so there is a real opportunity to stimulate growth through people’s passion for the brand. I look forward to working with the talented minds behind the products to bring more people’s games through impactful marketing.”

Claire Miller tries to make the public aware of gender differences and formulations such as toys and costumes for girls and boys. Gender roles in children’s minds should be reformulated. She tries to be sentimental, pointing out that gender war begins long before we are born. Claire began by comparing the results of searching the Halloween costumes on the website, where the boys were looking for lab coats and goggles, while the girls were looking for nurses’ costumes. Boys’ costumes and toys are more often associated with destruction and action, while those for girls are more passive and gentler. Toys and gender-neutral clothing are rare. A study conducted in 2012 on the Disney store website showed that toys for girls were mainly care and beauty, while toys for boys were related to action, construction and had bold colors, mostly blue. A study of Halloween costumes showed that less than 10% were gender neutral. According to the analysis made by the professor of sociology and legal study, Adie Nelson, boys ‘suits were more likely to reflect jobs, while girls’ clothing reflected appearance or relationships.

Sources of inspiration:
• The professional skills she has –
• Marketing and Business Solutions Jury 2019 – was part of the Effie jury in 2019, from McCann Worldgroup –