Lars joined Grey in 2009 and have held numerous roles in the organisation amongst others leading strategy across EMEA. He is currently running the creative and strategy departments at Uncle Grey and is Chief Strategy Officer for Grey across the Nordics and part of the Grey Global Council. He has extensive experience developing global brands and has lead brand strategy for brands such as:
Carlsberg, Weber, Burger King, Bestseller, Canon, Bolia, P&G, Honda, Volvo and Emirates.

Before joining Grey Lars founded the first communications planning department In the Nordics at MEC and holds a Master's and Media and cultural studies and an MBA from the Berlin School of Creative Leadership.

His work has picked up numerous international awards including IPA Gold, Euro Effies, Cannes Lions, D&AD Pencils, The One Show, and Webby awards.