Hasta La Creative!

Anna Bateson became director-global mareketing and comnunications for YouTube in October 2012, but it took her until April of this year to move herself, her husband and kids from London to San Francisco.

"I think it’s good to bring a non-U.S. perspective, but I have an enormous amount to learn," she said. "YouTube touches everyone, so the challenge is to find the place to focus and make a difference."

At YouTube, Ms. Bateson’s aim is to make the site a daily destination for a core audience of 16-to-34-year-olds who are intensely confident and active digitally. With this in mind, she has recently masterminded the brand’s first full scale, above-the-line advertising campaign to promote YouTube’s Comedy Week in the U.S. and the U.K.

Continue reading at AdAge.com