Under Lisa McKnight's leadership of both the Barbie brand and as chief brand officer for all of its franchises, Mattel is pione...
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Agency of the Year Awards
Marketer Of The Year: Lisa McKnight
by Steve Smith, Staff Writer

Mattel’s not just toying around anymore. 

Culture is the new media. Legacy brands like toymaker and American institution Mattel are facing the new reality of radically fragmented audiences and media.

Since 2017, the company's media partners have increased 189%. The only way to rebuild anything like traditional reach is to tap into a cultural ether that transcends media.

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See all of this year's winners here.
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