ASIA FAST FORWARD
Circuits of cool
Ian StewartGraham Saxton
Abstract
To better understand the digital ecosystem of multi-tasking 15 – 24 year olds, MTV in partnership with MSN embarked on a 16 country quantitative and qualitative study in 2007 called “Circuits of Cool”. The overall objective of the research was to understand more about the social impact of digital technology and how this was changing the attitudes and behaviours of young people. Specifically the study set out to find out not just what technology young people use but why they use it and how technology has changed youth culture.Ian Stewart
Ian Stewart came to Asia from Australia after university in 1990, and never went home. He worked on the agency side in market research for several years before moving client-side with Coca-Cola as their North Asia Trend Manager and then with MTV Asia as their Research and Consumer Strategy Director.
Ian then worked as a Strategic Planner for Ogilvy before starting his own Youth Marketing agency Filter, which was acquired by Aegis in 2005. He has since returned to MTV and is currently Senior Vice President for MTV Networks and other Viacom brands in Asia.
Graham Saxton
Graham Saxton spent the early part of his career with Unilever in the UK and subsequently moved into commercial TV. He has spent the last 10 years with MTV Networks, latterly as Senior Vice President of International research where he worked in a Global role across all of MTV’s channel portfolios outside the USA. He was responsible for the strategy behind some of MTV’s most recent high profile launches into “new” territories – notably The Middle East, Canada and Africa.
Graham joined OTX as Managing Director of their Media and Entertainment Insights International Division in September 2007. He is responsible for managing and growing OTX’s rapidly expanding international portfolio of clients in Europe, Asia and the Middle East - leveraging the company’s innovative, cutting-edge technologies and methodologies.
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