It looks like what started as a formal brief issued by Anheuser-Busch In-Bev to Steve Stoute‘s Translation regarding the Bud Light review has evolved into a deeper relationship as sources familiar with the matter confirm that the aforementioned agency is “is connected to Bud Light and [six percent ABV brew] Platinum and [is] working with them on Super Bowl efforts.”
Other spies add that Translation, which was launched as a brand/entertainment consultancy by ex-Interscope exec Stoute, acquired by IPG in 2007 and then added Jay-Z as a chairman a year later, is taking the lead on the Platinum Super Bowl launch including the spot itself, though the Bud Light AOR duties have yet to be determined. A-B InBev did not immediately return our calls regarding the SB matter, but we can safely say that Translation and Bud Light are collaborating on some sort of effort for the big game. We’re not sure what as to what extent Translation is involved in Bud Light’s Super Bowl efforts, but considering that A-B InBev basically has exclusivity on beer advertising during the game according to AdAge, we say the agency should have plenty of opportunity to make its presence known. We’re hoping to have more background/comment shortly.