Lars Silberbauer is Senior Vice President of Viacom Digital Studios, leading teams in New York and Los Angeles, to drive the MTV brand on digital and focus on the development of digital originals.
Prior to this Lars was Senior Global Director of Social Media and Video at LEGO Group where he was responsible for the 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 built a global team of digital marketers in 5 different locations (London, Shanghai, Billund (Denmark), Los Angeles and Enfield (Massachusetts).
When he started at LEGO group there wasn’t even an official LEGO page on Facebook. Recently, Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry and Mediapost ranked LEGO as the most engaging brand in the world on social media.
Lars has been named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.
In 2014 he 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 he has 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.
