MTV Launches New Creative Team "MTV Scratch," Leveraging the Power of MTV's Connection to Millennials for Brand Partners

Sep 29, 2010
By ViacomCBS Staff

MTV, a division of Viacom's MTV Networks (NYSE: VIA, VIA.B) has unveiled a new creative team to tap the power of MTV's unparalleled connection to youth for brands seeking out fresh approaches. MTV Scratch provides a full range of capabilities including: consumer insights, product development, design, branding and original content that offers brand partners strategies and business models to reinvigorate, strengthen or launch their brands and products.

MTV Scratch ( is headed up by Ross Martin, EVP of MTV Scratch, who reports directly to Stephen Friedman, the General Manager of MTV.

Scratch works closely with key departments across MTV -- such as research, marketing, design, ad sales, integrated marketing, programming, music & celebrity talent, CRM and more -- to identify brand partners and leverage the full assets and capabilities of the network

"MTV has a great history of pioneering new approaches and creative solutions with our business partners," said Friedman. "With Ross and his team, Scratch will help our clients connect with young consumers in powerful, creative newways in an increasingly complex environment."

Depending on the campaign and partnership, MTV Scratch's creative could run on MTV properties, across all the MTV Networks, and beyond Viacom's extensive portfolio of television networks, extending to print, mobile, digital, outdoor, events and more. Additionally, the group's scope of work is not limited to media campaigns, as MTV Scratch provides clients and partners with youth strategy, brand positioning, product and service design, and more.

Working closely with Sean Moran, EVP, MTVN Music Group Ad Sales & Integrated Marketing, Dan Lovinger, SVP MTV Ad Sales & Integrated Marketing and their teams, MTV Scratch has already engaged with select brands seeking to connect with millennial consumers in innovative ways. New partners will be announced in the coming weeks.

Though Scratch is based within MTV, the group has already been called on to lead creative across MTV Networks for key partners, including this year'slaunch of Microsoft's Bing search engine, the ongoing Pepsi "Refresh" campaign launched in 2009, and the launch of the new Zeno Hot Spot, an acne treatment device for teens.

"For decades, brands have depended on MTV to reach young people," said Martin. "The birth of MTV Scratch represents a new breed of partners who summon MTV's creative talent, consumer insights and unparalleled connection to youth to propel select brands. We're psyched to be channeling the power of MTV in new ways."

Formerly, Martin served as Senior Vice President, MTV360 Development & Production. He joined MTV in 2004 as Head of Programming for mtvU, MTV's Emmy and Peabody Award winning college network.

Martin and his team, led by Brian DeCubellis (Creative Director, MTV Scratch) and Anne Hubert (Vice President, MTV Scratch), are based at MTV headquarters in New York.

About MTV:

MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub is the leading destination for music, news and pop culture. MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms. For more information, go to