Holmes Report: Top Innovator 25
Really pleased to be mentioned on Holmes Report The Innovator 25:
"Our first Innovator 25 class in EMEA takes a glimpse at our industry’s future, shining the light on those individuals who are shaping what influence and engagement will look like tomorrow. The people recognised here come from various corners of the industry — creative strategy, digital execution, influencer mapping, storytelling — but together they represent a compelling picture of what marketing and communications represents in the modern era."
"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."
http://www.holmesreport.com/ranking-and-data/innovator-25/2015/innovator-25-emea/lars-silberbauer-andersen
Going from having no website in 2011 to owning the toy industry's social media space in a few years is a massive shift, and it makes me wonder how many brands are still underestimating the value of a dedicated digital leader. That focus on creating a mobile-first experience for kids with Lego TV seems like the kind of thinking that should be the norm, and I've noticed the same principle on https://casinonon-aams.com where the experience feels built around user behavior rather than outdated templates. It's not about being present on every channel but about making the ones you use genuinely fit the audience.