Lars is the director of Lead’s PR team and has special expertise in the part of the PR and communication palette that involves planning communication processes and outputs across media platforms. In that equation, Lars always has a sharp focus on ensuring that what is published resonates 1:1 with the business strategy, organizational plan or higher purpose. Lars is one of Lead’s experienced crisis communicators, and when media training clients, he ensures that top executives, press spokespersons, experts and communicators are the best version of themselves when the journalistic microphone is turned on.

Lars has always worked in an agency – in fact, ever since he started one in 1999. In addition, Lars holds a BA in Social Sciences and a Cand.Comm from RUC.

Over the years, Lars has worked for Netflix, Carlsberg, Danske Bank, IKEA, DSB, MSD and Podimo.

Lars is a big fan of social events with and without music, but you can also find him buried in a physical newspaper, on the tennis court or in the kitchen.