Rex Secco and "radical authenticity": How MTV and Social Chain are Reaching Youth

This event report looks at how a media brand and a marketing agency are reaching a millennial audience.

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...

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