Translation: Advertising x Street Cred= $$$
Last year I interviewed Steve Stoute for MGH (Interview Part 1 | Part 2) & he shared some really insightful information about Translation, Advertising and working with Jay-Z. Steve has been able to carve a unique niche within the Advertising world as a bridge between corporations and the coveted youth market.
Steve has leveraged his relationships (i.e. Jay-Z, Skateboard P and J. Timberlake) with celebs and his gift of gab to make him the go to guy for urban youth marketing. Stoute’s work with clients ranging from HP to Wrigley has illustrated or @ least given the perception that he has his hands on the pulse of the urban youth market. When I talk to some of my agency friends, they are still not convinced that Stoute can get it done. Now I am not sure if their skepticism is a case of “Hatorade” or not being fooled by the “Smoke and Mirrors”…
One thing that is certain…. Translation’s navigation of this economic slump is being watched very closely by the advertising world. -!YG
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