As a leader in the entertainment industry, it’s vital for the company to be up to speed with its young Millennial fans. What better way to do that than to create an environment for exchange and growth? In fall 2012, the Viacom Entertainment Group launched a pilot program where “the teacher becomes the student” and young people who work day in and day out to deliver compelling content share their invaluable experience and insight with group leaders who are charged with setting the strategy and direction for the company’s future.
Ten pairs of one junior mentor and one senior mentee were invited to participate in the reverse-mentoring initiative designed to benefit everyone involved. But the primary goal was to educate our senior management on the ways our young audiences experience entertainment, helping inform the company’s strategies around programming, content distribution and brand extensions.