Ross Martin is the executive VP of MTV Scratch, the network's in-house group that connects brands like Pepsi and Chevrolet to the MTV audience through customized on-air or digital content, retail promotion, and product design.
"With the breakthrough work that's being done today in our industry, everybody's all up in everybody's grill," he says. "With all that confusion and chaos, it's creating opportunities for us to bust out of those old boxes."
He adds, "If work ever feels really, really safe, we know we're doing something wrong. That's not to say we don't protect ourselves and our partners. We measure everything we do as we go, every minute of the day. We tweak, evolve, and iterate. But if you're not risking anything, then you're not doing your job for your client."
Illustration by Zoran Lucic; Fabrizio Costantin/New York Times (Martin portrait)