NEW VIDEO: Lars Silberbauer, Senior Global Director, Lego

NEW VIDEO: Lars Silberbauer, Senior Global Director, Lego

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BCMA panel at Cannes Lions Festival of Creativity 2018

The panel was created to mark the BCMA’s fifteen year anniversary of ‘Promoting the Value of Branded Content’, and started with a compilation of some extraordinary Cannes Lions Grand Prix winning campaigns over that period.

Lars Silberbauer the Senior Global Director at Lego shares his views on how brands must ‘un-campaign’ their content and how they should behave more like publishers. In a wake-up call to the industry he stressed that the structure needed to change in order to take advantage of the ‘new content economy’.