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. He started his career in digitial working with webdevelopment and user research in New York and holds a BA & MA in Digital Media Science and a HD in Innovation and Organizational Strategy.
Lars's former role at LEGO was Senior Global Director of social media & 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 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.
After 7 years at LEGO, Lars made the decision to join Viacom as their Senior Vice President of Viacom Digital Studios, leading teams in New York and Los Angeles. His role is to drive the MTV brand on digital and focus on the development of digital originals.