Howard Handler, chief marketing officer of Virgin Mobile USA, joined the youth-dedicated wireless service with 4 million subscribers in January 2003 and leads overall company strategy, marketing, business development, key alliances, branding and publicity. A recognized brand builder and marketing leader, he has 20 years of experience across brands including the National Football League; MTV, "Saturday Night Live" and Quaker Oats Co. In this one-on-one interview with Advertising Age 'Point' editor Jennifer Rooney, Mr. Handler discusses how his experience at MTV shaped his current role as CMO of a wireless phone company with a youth target market; the future of mobile content and advertising; how he keeps pace with his market's hunger for innovation and ground-breaking advancements; and how he plans to keep Virgin Mobile a dominant participant in the new realm of "third-screen" advertising.
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Ad Age videography by Steve Raddock.