Lars Silberbauer is the creator of LEGO’s global success on Social Media and Video platforms. From his base in London, he is driving the innovative toy company's social media & video strategy, together with his teams in the US, Denmark, Shanghai and Singapore. Lars has been developing the company's social media presence from scratch, starting the first official LEGO Facebook page in 2011. In 2015 Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry. Lars has been named as one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.

Lars is Global Director of Social Media & Search at the LEGO Group and is driving the well know and innovative toy company's social media & search strategy and execution. He has building the company's social media engagement from scratch and now leads a global team of social media & search marketeers that drives real time engagement with consumers world wide. In 2014 he launched LEGO® TV in 24 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.

Previously he worked for 10 years in the digital and broadcast media industry as digital strategist and later creative manager driving digital strategy and leading project development for Danish Broadcasting Corporation. He has also worked in the US, driving web development and user research. He holds and MA in Digital Media Science and a HD in Innovation and Organizational Strategy.

Social Media, Online Video Innovation, Strategy Implementation, Corporate Strategy, Competitive Strategy, Strategic Planning,