Steve Stoute - AgencySpy

We Hear: Cereda Out at Translation?

Kiran Aditham — Wed, 06 Mar 2013 08:32:58 +0000

It’s never been easy to get some prompt, direct feedback from Translation, and this week’s been no exception. Over the last 24 hours, we’ve received several tips that Chris Cereda, who’s led creative at the New York-based agency for a year as CCO, has left Translation. Once again, we inquired directly to the agency and without comment, were directed to the man himself, Translation founder/CEO and Adage’s latest Executive of the Year, Steve Stoute, who we’ve come to know a bit in recent months.

Unfortunately, we’ve been unable to reach Stoute (let alone Cereda, who’s LinkedIn appears to have disappeared as well) when calling his office and are still waiting to hear back. As for Cereda himself, the Translation CCO has led the charge on various notable campaigns in recent months including the fun State Farm “Chris Paul/Cliff Paul” work and of course, the various Bud Light/Platinum efforts. Prior to joining Translation, the creative chief served as ECD at KBS+P and has worked at McCann on accounts including MasterCard during his career. We’re checking with all resources on this, so we’ll update with comment if and when we do hear back (wishful thinking, perhaps).

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Hmm, So Did Translation Win Another Bud Pitch Yesterday?

Kiran Aditham — Thu, 14 Feb 2013 13:33:54 +0000

Well, the details are as scant as can be on this one at the moment, but receiving a “no comment” from an agency on the matter versus flat-out denial certainly raises our suspicions. From what sources tell us, NYC-based agency Translation has apparently won a pitch to A-B InBev and Jay-Z himself yesterday for a global music initiative with Budweiser, which doesn’t seem too far-fetched considering the Hova’s close ties with agency CEO Steve Stoute (not to mention, duh, his actual involvement in Translation) and the former headlining the Bud-sponsored “Made in America” festival last year.

We’re hearing that several folks from the AB-InBev were in attendance yesterday along with Jay-Z and a few Roc Nation execs. You know Translation’s stance at the moment, but we’re of course checking with the brew giant on the matter.

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Chris Paul, Cliff Paul Return for State Farm

Bob Marshall — Wed, 13 Feb 2013 12:24:44 +0000

From Translation comes the second installment of the Chris Paul/Cliff Paul State Farm saga, which will make its TV debut tomorrow night.

If you recall, Episode I (the entire premise of which rested on a pun about the word “assist”) premiered during the NBA’s Christmas Day games. This obviously isn’t the first time we’ve seen a professional athlete star in State Farm campaigns, but what Translation realizes that DDB Chicago doesn’t is that having a professional athlete actually attempt to deliver lines and, well, “act” isn’t the best idea. I’m a Packers fan through and through, which is why it made me so unbelievably uncomfortable to watch Aaron Rodgers totally bomb during those “Discount Double-Check” ads. Seriously, the dude was out-acted by a bunch of preschoolers.

Unless you have Blake Griffin or Peyton Manning at your disposal, just dress up your professional athlete in funny clothes, offer 3-5 variations of the site gag, and don’t ever give them lines. Hey look, it’s Chris, er, Cliff Paul wearing funny glasses and a dapper suit and an argyle sweater. Haha, so silly. See how easy that was? Now I want to watch more. Credits after the jump.

continued…

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Titolo Lands at Translation

Kiran Aditham — Mon, 10 Dec 2012 10:10:22 +0000

After spending just six months as director of client services at StawberryFrog’s New York HQ, Tiffany Coletti Titolo has moved on and joined up with Steve Stoute & Co., assuming the role of managing director of Translation’s New York and Chicago offices. We’ve been told that this position is a new one and Titolo assumes her role effective immediately. Before heading to the Frogpond earlier this year, the exec spent the majority of her ad career in San Francisco, spending nearly 18 months as managing director of DOJO. During her time in the Bay Area, Titolo also served as a group account director at Eleven and held various account-side gigs at McCann.

In a statement, Stoute, whose agency has reportedly almost doubled in staff to 120 year-to-year, says, “Tiffany takes an all-encompassing approach to business strategy, and this new role is an essential part of our continued growth. Our clients sit front and center, and having the right operational structure for the people who manage those relationships is imperative.”

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Translation’s Ivy Ronquillo: In or Out?

Kiran Aditham — Fri, 05 Oct 2012 10:58:24 +0000

Good lord, we’ve been inundated with tips about this since late September. Seeing as we’re not getting any word from Steve Stoute and crew at Translation on the matter (while tipsters yell, “why won’t you fuckers post that shit?”), we’ll just say that word on the Spy line is that creative manager Ivy Ronquillo is no longer with the New York-based agency. Ronquillo has spent just eight months at Translation and prior to that, served in the same capacity at O&M, albeit for six months. We’re hearing, though, that because of a contract clause, that Ronquillo will be working through Thanksgiving. Feel free to weigh in while we continue to await some clarification on the matter.

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Translation’s Steve Stoute on Jay-Z, the Brooklyn Nets and Why ‘Advertising is the Hip-Hop Business’

Kiran Aditham — Wed, 19 Sep 2012 12:58:27 +0000

Alas, our Media Beat conversation with Translation founder/CEO Steve Stoute has drawn to a close. In our third and final installment, the executive reflects on his early days in the music industry, his 15-year relationship with Jay-Z, the pair’s collaboration on the look and feel of the new Brooklyn Nets and the inspiration for naming his agency. In his own words, Stoute reveals that the idea behind Translation was about “translating culture for Fortune 500 companies.”

This and all MediabistroTV productions can also be viewed on our YouTube Channel.

Part I | Monday: Translation’s Steve Stoute on Winning Bud Light: ‘A Sign That the Agency Had Grown Up’

Part II | Tuesday: Translation’s Steve Stoute on Mary J. Blige, Popchips and Advertising Stereotypes

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Translation’s Steve Stoute on Mary J. Blige, Popchips and Advertising Stereotypes

Kiran Aditham — Tue, 18 Sep 2012 13:05:46 +0000

And so, our conversation with Translation founder/CEO Steve Stoute continues. In Part II of our Media Beat interview with the advertising exec, the prevailing topic is stereotypes in advertising as Stoute touches on the controversial Mother NY-created, Mary J. Blige-starring Burger King commercial (the fallout of which later “crushed” the singer) as well as Ashton Kutcher‘s Popchips ad that was subsequently pulled. Stoute’s suggestion for ad agencies? Understand the nuances and perhaps have Mary J. “sell a salad.”

This and all MediabistroTV productions can also be viewed on our YouTube Channel. Be sure to check out Part III of our chat with Stoute tomorrow.

Part I | Monday: Translation’s Steve Stoute on Winning Bud Light: ‘A Sign That the Agency Had Grown Up’

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Translation’s Steve Stoute on Winning Bud Light: ‘A Sign That the Agency Had Grown Up’

Kiran Aditham — Mon, 17 Sep 2012 13:00:29 +0000

As we teased a few weeks ago, we recently had a chance to chat at length with Translation founder/CEO Steve Stoute, who discussed everything from his agency’s growing relationship with AB-InBev/Budweiser, racial issues in advertising Translation’s ties to the Brooklyn Nets. In Part I of our Media Beat interview with the record-turned-advertising exec, meanwhile, Stoute reflects on, among other things, winning the Bud Light business (which Translation took sole control of a month ago) and launching the Made in America festival that took place in Philly during Labor Day weekend.

This and all MediabistroTV productions can also be viewed on our YouTube Channel. Be sure to check out Part II and III of our chat with Stoute tomorrow and Wednesday, respectively.

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Glickman’s Move to Translation Now Official

Kiran Aditham — Wed, 22 Aug 2012 11:02:42 +0000

It took long enough, but two weeks after first telling you that Richie Glickman left his ECD gig at JWT New York for a role at Translation, we can now safely say that the creative has officially joined up with Steve Stoute & company. As we initially mentioned, Glickman has signed on with Translation as group creative director, a position he officially assumed on August 20 and one which calls for him to work across multiple accounts. The agency’s CCO Chris Cereda tells us, “As Translation continues to grow, we are excited to welcome Richie into the fold and look forward to the creative leadership and thinking he will bring.” So, there you have it and now, on with the show.

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Media Beat Teaser: Steve Stoute on the ‘King of Beers’

Kiran Aditham — Thu, 16 Aug 2012 10:26:55 +0000

Well, we have to say the timing couldn’t be better. Now that the word is out about the grandiose plans for Budweiser’s “Made in America” concert in Philly over Labor Day weekend, we figured we’d post a quick clip from our recent Media Beat interview with Translation founder/CEO Steve Stoute.

Stoute’s agency, of course, has expanded its relationship with A-B InBev in recent weeks as it’s taken over full creative responsibilities for Bud Light. The pair is getting even cozier now that the “Made in America” fest is being turned into a movie directed by Ron Howard, produced by his longtime cohort Brian Grazer and executive produced by A-B InBev U.S. marketing VP Paul Chibe and Jay-Z.

Stoute, who is serving as producer on the project, spent about 45 minutes in our studio a few weeks back (and just days before Translation fully took over Bud Light). Here’s a quick minute clip from our lengthy chat that seems to fit in the context of this week’s news. Look for the full Media Beat interview with the exec to roll out in mid-September.

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Yes, We Are Trying to Reach Translation about Bud Light

Kiran Aditham — Mon, 06 Aug 2012 13:57:15 +0000

Well, here was the one line we received at precisely 12:11 pm today: “Translation was just handed the bud light account from Paul Chibe.” Chibe, if you didn’t know, is CMO of Bud Light parent, Anheuser-Busch InBev. Seeing as we just interviewed Steve Stoute for an upcoming Media Beat (which will post in two weeks), we’ve reached out to get some sort of reaction from the Translation boss or someone at his agency regarding the reports that the Bud Light account is now solely in its hands. Considering that Stoute & Co. are also involved with a Budweiser festival called “Made in America in a few weeks that will include Jay-Z and Pearl Jam among a ton of other acts, we’re not taking it as a big shock that A-B InBev would be expanding its relationship with the New York-based Translation.

If you recall, Translation and McGarryBowen were both handed the Bud Light business last December. We’re now hearing that another major account could be leaving McGB in the near future, but we’ll keep schtum until we learn more.

Update: Here’s a quick comment from Translation president Leeann Leahy regarding its AOR status: “We’re thrilled to have earned Bud Light’s trust since having been awarded a large portion of the business in mid-December. We look forward to doing more great work for this ambitious client.”

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Glickman Heading to Translation

Kiran Aditham — Fri, 03 Aug 2012 16:00:09 +0000

Sources familiar with the matter confirm that JWT New York executive creative director Richie Glickman, who had spent nearly six years at the agency, has left for a gig at Translation. Word on the street is that Glickman will assume the same position with Steve Stoute‘s New York-based agency and will oversee creative on Bud Light. If you recall, Glickman was promoted to ECD at JWT in fall 2010. During his time at said agency, Glickman worked on accounts including Royal Caribbean and Kimberly-Clark brands such as Kleenex and Huggies. No word yet from the Translation camp on his start date as of yet, but we’ll let you know when we know.

Update: Sources tell us that Glickman is indeed joining Translation as group creative director, though no timeframe has been set for his arrival.

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We Hear: Translation No Longer Working with DSW?

Kiran Aditham — Mon, 21 Nov 2011 11:16:10 +0000

While Steve Stoute‘s Translation appears to be getting cozier with A-B InBev and Bud Light, the New York-based, IPG-owned agency is apparently on the outs with another client, shoe retailer DSW. While Translation is still showing off its broadcast work for the brand on its site, sources say that the agency is not currently mentioning DSW as an “active client.”

Spies are saying that it was DSW that pulled the trigger and decided to part ways with Translation because of creative and strategic differences. From what we’ve been told, the company and agency had been working together on national advertising efforts for less than a year. We’re checking with both parties for clarification on the matter.

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Sources: Translation in Bud Light Platinum/Super Bowl Play

Kiran Aditham — Wed, 16 Nov 2011 09:02:46 +0000

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.

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