Lars Silberbauer

Profile

Lars Silberbauer is the Senior Vice President of Viacom Digital Studios, leading teams in New York and Los Angeles. Lars joined Viacom after spending 7 years at iconic global brand LEGO.

Current Work:

In his role at Viacom Lar is tasked with driving the MTV brand on digital and focus on the development of digital originals.

Lars has been named one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.

Previous Experience:

LEGO Lars was the 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. When he started at the LEGO group there wasn't even an official LEGO page on Facebook under his direction Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry and July 2016, Mediapost still ranks LEGO as the most engaging brand in the world on social media.

Lars built a global team of digital marketers in 5 different locations (London, Shanghai, Billund (Denmark), Los Angeles and Enfield (Massachusetts).

In 2014 Lars launched LEGO® TV in 40 markets. LEGO® TV is a native mobile experience for kids to experience high-quality animated LEGO content and 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. He also worked as a creative manager heading up a team of designers and developers creating Danish Radio Concerthouse by the French architect Jean Nouvel.

Lars started his career in digital working with web development and user research in New York and holds a BA & MA in Digital Media Science and an HD in Innovation and Organizational Strategy.

Expertise

Talking Points

Digital Transformation: The LEGO Journey

This keynote focuses on LEGO’s digital transformation and how it went from being a company without any social media or YouTube presence to one of the biggest brand creators in the world, bringing in millions of dollars from social commerce and the monetization of digital content.

Lars was the leader behind this aggressive change and takes the audience through his principles of transformation and change.

Key Insights and Takeaways

- How can companies build sustainable competitive advantages in a world of constant change?
- What role can diversity play in safeguarding your business against disruption?
- How do you create long-term rapid change and scale it in a global company?
- What is the essential connection between creativity and business value, and how do you measure it?

Duration

20 minutes to 1 hour, depending on level of detail desired

This keynote can also be delivered as a 2- to 3-hours workshop.

Next Generation Influencer Marketing

Influencer marketing is one of the fastest-growing marketing channels, with expectations of becom-ing a $22 billion industry by 2022.

But the first phase of growth has also resulted in a lot of disappointment, lack of results, fraud, and fake influencers and followers.

Key Insights & Takeaways

- How and why is influencer marketing fundamentally different from traditional marketing?
- Why have some brands failed, even though they have invested heavily in their marketing efforts?
- What will the next generation of influencer marketing look like?
- How can brands create a long-term plan and strategy that will be sustainable in one of the most volatile
advertising channels?

Duration

20 minutes to 1 hour, depending on level of detail desired

This keynote can also be delivered as a 2- to 3-hours workshop.

The Future of Media

Consumer behavior is changing rapidly. TV is in de-cline, streaming video is booming, but it’s not leav-ing advertisers with a lot of inventory to buy.

Prices are increasing on TV CPMs while it is getting harder and harder to create reach. Digital publish-ers are struggling, and the big platforms are getting more and more competitive against each other and against the new Chinese entrants.

Key Insights & Takeways

- What are the most important trends and developments impacting advertisers and brands at this moment,
and what will they be in the future?
- What will ‘media’ look like, and why will the future make it easier for some but a lot harder for many others?
- How should brands and advertisers change and scale their organizations, competencies and processes to
leverage this change?

Duration

20 minutes to 1 hour, depending on level of detail desired

This keynote can also be delivered as a 2- to 3-hours workshop.

Artificial Intelligence and Creativity

Will artificial intelligence become the future of creativity? Will the Creative Director become the victim of automation? Or will it transform into an AI-augmented Super Creative that will be able to combine the human ability to introduce new, radical predictions with the ability to work across infinite arrays of possible solutions?

Key Insights & Takeaways

- How do we define ‘creativity,’ and why is the Homo Sapiens’ brain wired the way it is?
- How has AI developed in recent years, and what important milestones has AI passed in becoming a true
creative?
- What is the impact of automation and AI’s integration in the daily workflow?
- What does next phase of creative AI look like?

Duration

20 minutes to 1 hour, depending on level of detail desired

This keynote can also be delivered as a 2- to 3-hours workshop.