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Lego ad vet Lars Silberbauer joins MTV to head up digital studios

Lars Silberbaurer

Lego ad veteran Lars Silberbauer has joined Viacom as senior vice president for MTV Digital Studios, which will see him relocate from London to New York at the beginning of November.

Silberbauer has worked for Lego for seven years and was previously responsible for building up the company's global digital content efforts, serving as senior global director of social media and video. The toymaker now boasts 12 million fans on Facebook and 1bn views across its YouTube channels annually.

The move will see Silberbauer oversee creative, development and production for MTV's digital originals. Alongside this, in the newly established role, he will lead MTV’s social channels, including TRL, Teen Code and Cribs.

Silberbauer will report to both Jacqueline Parkes, chief marketing officer and executive vice president of digital studios for the MTV, VH1 and Logo Group, as well as Kelly Day, president of Viacom Digital Studios (VDS).

Parkes said: “Lars is a proven innovator who reinvented an iconic brand for a new generation by bringing it to life in new, resonant ways across platform.

“His experience, fresh ideas and dynamic approach make him the perfect person to build on our momentum across platforms, fuel the growth and expansion of the brand, and engage our fans around the world.”

Silberbauer added: “MTV has an unparalleled library of great content, a strong bond with viewers, real momentum, and much more – everything you need to empower young people like never before. I am beyond excited to work alongside Jacqueline, Kelly, and the VDS team while taking on this fresh set of challenges.”

The Drum recently spoke to Silberbaurer about how he has approached influencer marketing during his time at Lego. Read his thoughts here.