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Posts Tagged ‘Steve Stoute’

Translation Goes Back to School for Champs Sports

Translation has a new back-to-school campaign for Champ Sports, entitled “Game Loves An Audience.”

That phrase appears on screen, leading in to the brand’s “We Know Game” tagline following short vignettes in several 30-second spots. For the most part, Translation keeps things pretty simple. “Practice,” for example, is a montage of players training for the upcoming season at football practice, ending with the coach riling the team up with a chant. “Joy Ride” and “First Period” (which we’ve included after the jump) are similarly straightforward (and self-explanatory) eschewing any dialogue for a focus on Champs Sports’ products. You have to wonder if maybe they could have benefited from a little more substance, though. Read more

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Translation Dives Into Summer for Champs

Translation, New York has a new campaign for Champs (for whom they are agency of record), entitled “Game Never Sleeps.”

The campaign celebrates the summer with a series of spots highlighting nocturnal sporting highjinks and a pool party rooftop dive. In the ridiculous 30 second-spot “One Giant Leap” a party-goer takes a rooftop leap into a pool. Only he realizes mid-jump that he left his prized kicks on. Somehow, he has the presence of mind to to quickly slip them off, unharmed, while also managing to make it into the pool. Other spots in the campaign are a bit more plausible, featuring nighttime games of basketball and football. Stay with us after the jump for “Let There Be Light” and “Nightglow,” along with credits. Read more

Translation’s Steve Stoute Encourages Clients to Boycott the Clippers

stoute headshotToday only seems like a slow one  in the agency world. One of the key drivers behind the day’s top story–big-name sponsors abandoning the L.A. Clippers in the wake of owner Donald Sterling’s racist rant–is Translation CEO Steve Stoute.

CarMax was the first company to opt out, but this morning Stoute told ESPN radio host Colin Cowherd that his client State Farm would soon follow.

For audio, click the link above; we have the key quote after the jump.

Read more

BBDO Scores More Beer

bud_light_lime_largeAnd now for some more BBDO news: the agency’s ongoing relationship with Anheuser-Busch got a bit fruitier today as its Chicago office won the Bud Light Lime account from Steve Stoute’s Translation.

This move comes less than a year after Bud Light made the same switch; Energy BBDO will run the account.

From AB’s official statement:

“…we are moving Bud Light extensions work to BBDO now to gain synergies.”

And yes, “Translation continues to be a valued creative partner and collaborator on our successful Budweiser Made in America program.”

Just not in Chicago.

Translation to Close Its Chicago Office

new_logo_860We’ve just received word that New York-based Translation, the agency famously founded by Steve Stoute in partnership with Jay-Z, will be shuttering its Chicago office.

Founder/CEO Stoute writes:

“As an agency our mission has always been to provide exceptional service to our clients, and to bring purpose and precision to our creative output. With the recent additions of President Nils Peyron and CCO John Norman in New York, and always with an eye toward the long-term growth of our organization, we have made the decision to bring our team together in New York and close Translation’s Chicago office. This was a hard choice for all of us, but one that will strengthen the agency immediately and for years to come.”
 More info as it comes in.

Here’s a Brief Statement from Mother Regarding BK Loss

Mary-J.-Blige-for-Burger-King

Well, the relationship fairly briefly, but as you may heard, Burger King has parted ways with Mother New York. You might remember that said agency joined BK’s roster and became the fast-food chain’s lead agency in early 2013, in the process coming up with ads like the Mary J. Blige-starring spot that drew somewhat agreeable comments from Translation chief Steve Stoute and was also lampooned by Second City. Anyhow, here’s your succinct statement that was just sent to us from the agency:

“We were optimists going into the relationship and after a substantial test ride, it did not work out. We wish our friends at Burger King all the best.”

Yes, Richie Glickman is No Longer at Translation

Well, we’ve received tips about this since the spring actually and all the way up to yesterday, so let’s just put this to bed once and for all and say that Richie Glickman‘s time at Translation has come to an end. It didn’t take much to uncover that tidbit, but we can’t say for sure if Glickman was part of the cuts made by Steve Stoute & Co. a month ago. Whatever the case, Glickman, who’s now owner/curator of something called “Camp Glickman,” officially joined Translation last August as group creative director and led efforts for Bud Light and Bud Platinum including this year’s Super Bowl spot starring Stevie Wonder.

Prior to his most recent agency gig, the creative vet spent nearly a decade at JWT, where he last served as ECD and led global work for Royal Caribbean. During his time at said agency, Glickman also worked on Kimberly-Clark brands including Kleenex and Huggies. We’ll try to find out what Camp Glickman is exactly (most likely a fancy freelancer moniker), and will keep you posted if and when we do.

Rihanna Joins Jay-Z in Translation, Budweiser’s ‘Made for Music’ Campaign

Budweiser’s new campaign “Made for Music” launches in 85 countries today, featuring Jay-Z and Rihanna carefully dispersed amidst other artists including an ice sculptor and street art painter. Jay-Z’s ad is backed by his song PSA, while Rihanna’s features her newest single, “Right Now.” Both spots are directed by Mark Romanek (Never Let Me Go, Bee Season) and each closes with inspirational words from Bud: “It begins and ends with what you make.”

Made for Music was inspired by the Budweiser Made in America Festival which debuted in Philly last year and Jay-Z headlined. This year, Beyonce and Nine Inch Nails will take the marquee billing over Labor Day Weekend.

Jay and RiRi’s ads are mildly inspiring with their filmic, black-and-white “creative spirit.” After the Samsung deal, Jay-Z’s authenticity feels slightly compromised, but both he and Rihanna are still solid examples of hard-working performers. The scenes are nothing new–star reads in the car, star makes decisions with sweeping hand motions, star stands triumphant as the lights go down–so I wouldn’t mind a bit of original dialogue, but all in all these spots do the job. Time to turn up Magna Carta Holy Grail and channel HOV’s productivity.

Credits after the jump as well as clips from our interview last year with Translation CEO Steve Stoute on his agency’s relationship with “the king of beers.”

Read more

Wednesday Odds and Ends

-Another day at Cannes produces another infographic from SapientNitro. Now, we head to the ’70s and a nod to Vivienne Westwood. link

-In case you missed it, above we have a recent Samsung digital short created by Huge (which is also busy vindicating Cap’n Crunch) and starring Usher. link

-Well, Steve Stoute  was truthful in telling us that his agency Translation still maintains a healthy relationship with A-B InBev (on Bud Light Platinum, Made In America, etc.), though not on sole ad duties for Bud Light. link

-Brian Sheehan, former Saatchi & Saatchi Japan/Australia and Team One CEO, has written a book called Loveworks. link

-Blast Radius Vancouver has promoted longtime staffer Michael Howatson to the newly created role of executive creative director, platforms/West, effective immediately. link

-Digitas has launched the next phase of its “The Big State” campaign for the New York Stock Exchange. link

-Dunkin Donuts says its “Time to make the donuts” slogan is dead and that it’s now appealing to the gluten-free demo. link

 

Here’s a Quick Update on Translation

We arrived this morning to a flood of tips regarding the state of Translation, mainly that the NYC-based agency cut several staffers last week. While many of those on the Spy line were spouting numbers including “38,” we heard directly a short while ago from Translation founder/CEO Steve Stoute, who clarifies that he had to actually let go of 17 people across departments last Friday.

From what the exec tells us, it had nothing to do with specific client issues (and yes, we are looking into the one many of you mentioned), but that “when you grow to where we grew, [there are staffers] who are not culturally fit, are overpaid or are not qualified.” Stoute adds, “I have to keep the talent at my company at the same level as the opportunities that come our way.” We’ll keep you posted if and when we hear more.

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