Rex Secco and "radical authenticity": How MTV and Social Chain are reaching youth
Brian CarruthersWarc
As a youth brand, MTV can't grow old. Like a snake, it has to regularly shed its skin and re-emerge ready to address the needs of a new generation. At the Festival of Marketing, an event held in London in November 2015, Kerry Taylor, SVP/youth & music at Viacom International Media Networks and CMO VIMN UK, outlined how, by talking constantly to its audience, the music video network had shifted in a new, social direction. The old slogan of 'I want my MTV' has...