Lars Silberbauer Andersen | The Innovator 25
Charting the future of public relations

Lars Silberbauer

The Innovator 25: Lars Silberbauer

Global director of social media, search & video, Lego

London

Paid Media & Marketing



"Get out and get your hands dirty. Don't just do desk research and read reports"
As head of social media at Lego, Silberbauer has brought in a new level of engagement and focus to Lego's global digital presence. When the digital strategist started his career at the company in 2011, Lego still did not have an official webpage. Last Christmas, Adweek scored the company as the toy industry's number one brand on social media and Youtube, helping to illustrate the scale of change that has taken place under Silberbauer's leadership. Perhaps his most notable accomplishment is Lego TV, a native mobile experience for kids where they can experience high quality animated Lego content in 24 markets. Now based in London, Silberbauer was previously a digital consultant at numerous roles in Copenhagen.

In what area of marketing/PR do you see the most innovation?
Social media & online marketing.

How would you describe the communications/PR industry’s level of innovation?
Lagging other industries.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Planning & analytics.

Who most influences how innovative a brand’s marketing/PR is?
Communications/PR agency.

How do you define innovation?
As the structured process of taking a creative idea and turning it into a value adding integrated part of the business.  

How do you get inspired?
Travelling and studying different cultures and their use of technologies.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?
Get out and get your hands dirty. Don't just do desk research and read reports.

In your opinion, what’s the most innovative place in the world?
Shanghai.