Today’s youth have changed within the blink of an eye, according to Kerry Taylor, Executive Vice-President of MTV International and Chief Marketing Officer of Viacom UK.
“Today, it’s about your audience driving the narrative. It’s about brands understanding what those drivers are and thinking about, with everything that we do, that can add value to their lives,” Taylor said at the recent All That Matters conference in Singapore, where she spoke about how MTV is evolving for the next generation.
Referencing research by the Viacom Global Insights team, she said: “In 2012, we saw that the things that made...