Lars is the leader of MTV’s Digital Studios, based in New York with teams on both East and West coasts. Before he joined Viacom in late 2018, he led LEGO’s global success on digital media. It’s difficult to imagine that when Lars arrived, Lego didn’t have an official Lego page. He was able to build the well-known, innovative toy company's Social Media & Video Strategy from scratch. With Lego, Lars created teams in the US, Denmark, Shanghai and Singapore. In 2015 Adweek scored LEGO as the number one brand on Social Media and YouTube in the toy industry. Lars has been named one of the 25 most innovative and influential marketers in Europe by the Holmes Report. He holds and BA and MA in Digital Media Science and an HD in Innovation and Organizational Strategy.