Tina Exarhos is Executive Vice President, Marketing and Multiplatform Creative, MTV: Music Television and MTV2.
Ms. Exarhos is responsible for the on- and off-channel marketing and branding of MTV, MTV2, mtvU and MTV.com. This includes directing the marketing efforts for such marquis events as the MTV Video Music Awards and the MTV Movie Awards, as well as the groundbreaking promotion for MTV's most popular franchises such as Teen Wolf, Awkward, Jersey Shore, Rob Dyrdek's Fantasy Factory, The Real World, 16+Pregnant and Teen Mom.
The marketing groups that Ms. Exarhos oversees also create and produce all short-form visual packaging, on- and off-air graphics, online marketing, movie promotion, and consumer and trade advertising, helping to take MTV and its ancillary businesses to unparalleled image highs with innovative campaigns. In February 2010, MTV unveiled new graphic changes to its channel environment, including the bold decision to update the iconic MTV logo. Ms. Exarhos led the team responsible for the creative development and execution of the channel redesign with the goal of reflecting MTV's evolution into a destination for more than just music.
Ms. Exarhos' efforts also extend into the realm of community service, where her team produces award-winning public service ad campaigns, including the 2008 "Choose or Lose" campaign, which encouraged youth voting, the "Half of Us" campaign, which addresses issues of mental health among teens, and the "GYT (Get Yourself Tested)" campaign, which encourages young people to get tested for STDs. These campaigns were recognized with Beacon, Peabody, Gracie, Promax/BDA and Creativity Awards, among others, for giving voice to important issues affecting MTV's audience. Most recently, Ms. Exarhos led her team in the development of an innovative and thought-provoking on-air promotional campaign for MTV’s "A Thin Line," an initiative to educate today's youth about digital abuse, bullying and sexting. Ms. Exarhos and her team are currently gearing up for the 2012 Elections with MTV's new "Power of 12" campaign, reminding viewers of the power and opportunity they have to affect the political process.
Ms. Exarhos has also played a key role in advancing MTV2, now found in nearly 80 million homes, through inventive marketing opportunities and tour sponsorships, helping MTV2 attract the attention of the music industry and fans alike. She successfully oversaw the launch of a number of franchises for MTV2 including the MTV2 2$ Bill Concert Series and MTV2 Sucker Free Sunday. In 2005, Ms. Exarhos oversaw the rebranding and repositioning of MTV2 through a fresh logo redesign, successful viral marketing campaign and innovative content and programming, allowing MTV2 to emerge with its own distinct identity as a first-choice network among viewers and tastemakers. Her team's efforts continue to elevate the channel's profile, most recently with the promotion of MTV2's original series, MTV2's Guy Code, which was an immediate hit with MTV2's viewers.
Prior to being named head of marketing, Ms. Exarhos was Senior Vice President, MTV Communications, Music Marketing and Promotions. Originally joining MTV's Press department in 1986, she has held a succession of positions culminating in her current position. Ms. Exarhos holds a B.A. from New York University.
Speaking at: Making Sense of Marketing