Global Senior Director of Social Media & Video, LEGO (UK)
About Lars Silberbauer
Lars is a Senior Global Director of social media & Video at LEGO Group and he is driving the well known and innovative toy company's global strategy and execution on social media, search and execution (paid and organic), YouTube channels, LEGO TV and the Chinese equivalent.
He has built a global team of digital marketers that are based in 5 different locations (London, Shanghai, Billund (Denmark), Los Angeles and Enfield (Massachusetts). When Lars started at LEGO group there wasn’t even an official LEGO page on Facebook. Last Christmas, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry and still in July 2016, Mediapost still ranks LEGO as the most engaging brand in the world on social media.
He has been named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.
In 2014 Lars launched LEGO® TV in 40 markets. LEGO® TV is a native mobile experience for kids where they can experience high quality animated LEGO content and also heads up the LEGO YouTube channels which has reached more than 1 billion views.
Before joining LEGO Group Lars worked for 10 years in the digital and broadcast media industry as digital strategist connecting traditional broadcasting with digital experiences. Later on,he worked as creative manager heading up a team of designers and developers creating the illumination of the Danish Radio Concerthouse build by the French architect Jean Nouvel.
Lars started his career in digitial working with webdevelopment and user research in New York and I hold a BA & MA in Digital Media Science and a HD in Innovation and Organizational Strategy.