Contributor Profile

Russell Samuel

Job TitleVice President, Created & Integrated Marketing

Company NameViacom Velocity International


Russell Samuel is Vice President, Creative and Integrated Marketing for Viacom Velocity International, an award-winning advertising sales, branded content and major events agency, offering strategic and creative content solutions that connect Viacom’s partners seamlessly with its renowned entertainment brands – including MTV, Nickelodeon, Channel 5, Paramount Channel, Comedy Central and Telefe. 

Based in London, Russell reports to Lee Sears, SVP of Trading and Sales, Viacom Velocity International. 

In his role, Russell is responsible for the creative output of the commercial team, whose work involves seamlessly pairing clients’ brand stories with Viacom's renowned media brands, franchises and events including the Nickelodeon Kids’ Choice Awards and the MTV EMAs.

Russell is credited with the conception, development and annual delivery of Isle of MTV Malta.  First launched in 2007, Isle of MTV is Europe’s biggest free summer music festival, held in partnership with the Malta Tourism Authority and attended each year by tens of thousands of music fans. Past headline acts have included Lady Gaga, Jason Derulo, Snoop, David Guetta and Rita Ora.  

Russell’s oversight and development of this event, driven by the power of live music and underpinned by global brand MTV, has proved to be highly successful in re-positioning Malta as a youth travel destination. MTV viewers are twice as likely to want to find out more about Malta, three times more likely to book a holiday to Malta, whilst holidays to Malta amongst MTV viewers Malta have increased by over 70% over the last five years. Over the same period, the Malta Tourism Authority has seen their under 24 tourist demographic increase by 120%.

As a result of the success of Isle of MTV, the Malta Tourism Authority have further extended their partnership with Velocity through the creation of a brand new event-led tourism franchise.  Nickelodeon Treasure Hunt, designed to help destinations target the competitive kids and family market, launched in Malta in April 2019.  

During his time at Viacom Velocity, Russell has also secured and worked on an extensive number of marketing partnerships across many international markets and with prominent brands. These include Calvin Klein, VW, Sony Pictures, Microsoft and, most recently, social media app TikTok, who sponsored the Red Carpet at the 2018 MTV EMAs in Bilbao. 

After a successful decade in the MTV Networks Europe Marketing team, Russell moved to TBWA, a leading creative agency, in 2008, where he was responsible for brand entertainment, before returning to Viacom in 2010.  Russell holds a BA honours degree in History from Leeds University and lives in North London with his family.

You can listen to Russell talking on our WTM Insights Podcast here.

Conference Sessions

  • How the Power of Live Entertainment Can Put a Country on the Youth Travel Map

    Wednesday13:15 - 14:156 Nov 2019
    WTM Global Stage

    Experiential tourism, driven by the power of live entertainment and underpinned by global brands MTV and Nickelodeon, has proved to be highly successful in re-p...

    • Language: English