Joining MTV Networks from Synovate's Filter Group, a youth marketing research centre he co-founded, Stewart will report to Chris Steward, who returned to the network as EVP, advertising sales, following the sudden departure of Toby Hayward in July this year.Stewart's move marks a return to the broadcaster after working there from 1998 to 2000, before leaving the company to establish The Filter Group. "Interestingly it's where I started," he said. "My role will be across all MTV Networks' properties, looking after the research and planning functions, so there'll be internal planning and external research."
Stewart's appointment coincides with the recent completion of a Synovate Filter Group project called 'Collections of cool', which Stewart worked on in his previous role. The initiative includes youth insights from leading professionals across the region, with the intention of enhancing MTV's perception among young consumers.
The move comes as the network battles to enhance its image after a series of difficult headlines including, most recently, the Viacom board's ousting of MTV's global chief Tom Freston amid claims the board was unhappy with the company's stock performance.
See Media Live Issue, page 17
