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McGrath: MTV Is 'Forever Young'

Ad Age, Monday, February 15, 2010 11:44 PM

How does MTV CEO Judy McGrath define the MTV brand as it relates to its target consumer and place in the cultural zeitgeist? She says its "always been the forever-young brand, always about the rhythm of being young. Sometimes that means music at the forefront, sometimes that means something pro-social, like the current campaign about digital abuse and coming forward, sometimes it means the cast of "Jersey Shore."

Although it just changed its iconic logo, she contends the brand is holding up globally. "We've seen some cultural things like people putting a condom on the V from MTV. It's really thanks to George [Lois] and Frank Olinksy [the original logo's designer] and all the early pioneers who've left a really fantastic mark and done a lot of great things to keep it relevant.

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