Steve Stoute and Shawn “JAY-Z” will form a new agency dedicated to reaching the multicultural consumer. The firm will be majority owned by Stoute and Carter, with Interpublic Group holding a 49% stake. Stoute is the founder of Translation Consulting + Brand Imaging, a leading brand consultancy for the urban youth market which works with many of the world’s best-known brands. Shawn “JAY-Z” Carter is a recording artist, the former president and CEO of Def Jam Recordings and Roc-A-Fella Records and an owner of the New Jersey Nets. The agency, called Translation Advertising, will be HQ’d in NYC. In October, IPG acquired Stoute’s Translation Consulting.
Translation Consulting, which focuses on brand planning and strategic consulting with clients looking to engage with the urban and youth markets, will continue to be led by Stoute and will remain a separate entity from Translation Advertising. Stoute and Interpublic management will jointly oversee the hiring of a senior management team for Translation.
As a stand-alone agency, Translation Advertising will be accessible to and partner with IPG’s network of full-service agencies. The new company will focus on creating ad programs for clients, including television, print and radio, which are aimed at African American and culturally-blended consumers. As the agency grows, it will seek to partner with sister IPG companies to deliver special events and activation.
