International Marketing Study Program 2004
MTV
23 January 2004
Braving the icy cold winds of New York, 20 Monash students trotted their way downtown to MTV at Times Square for the day's coolest rave. We were greeted by Alex Cepero who brought us up to the 49th floor, which offered a breathtaking view of NYC. After all the ‘oohs' and ‘ahhs', the group finally settled and got ready for a session with the MTV team.
Jennifer Schewal - Manager Global Marketing Partnerships first spoke to us about the MTV brand, and its reach throughout the globe. Its impact throughout the world on youth culture is achieved through the company's philosophy ‘70% local, 30% international', making MTV the most valuable media brand.
Mark Shedletsky - Manager US Trade Marketing explained the appeal of MTV to advertisers. The network offers a one-stop shop for companies who want to reach youth markets on a global scale, and MTV is the most efficient in achieving such a goal, with each campaign tailored to be relevant and valuable to each specific market.
Rachel McLean VP - International Interactive Creative finds MTV to have a new focus, heavily utilizing mobile technology and new broadband solutions to deliver MTV content to consumers who are increasingly comfortable with the latest technology.
Scott McKenzie Manager - International Programming shared with us that programming and content is viewed as top priority in MTV and they are constantly reinventing to stay ahead of their competitors and break new boundaries.
We thank MTV for sharing their invaluable insight and strategic planning behind a brand that now impacts upon youths throughout the globe, bringing forth the MTV generation.
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