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Posts Tagged ‘Translation’

A Snapshot of the Early Days of Marketing Hip Hop to America

tanning of americaTonight, part two of  The Tanning of America airs, the Vh1 documentary that takes a look at the history of hip hop in America and the rise of African-American stars in television, film and music. The film is inspired by the book of the same name written by the founder and CEO of Translation, Steve Stoute. The four-part series looks back at shows like those created by Norman Lear in the 1970s, rap music in the New York City of the early 80s, and the impact all of that has had on both pop culture and politics of today.

We saw the first couple of parts at a screening last Thursday at the Paley Center in New York City. Compared with the humble beginnings depicted on screen, the event had a definite luster about it. Stoute, Nas, Rev. Al Sharpton and Gayle King were among those participating in a panel discussion. Mona Scott-Young (who’s also in the film) and Jerry Seinfeld were among those in the audience.

One thing the documentary makes clear is that the road from the Bronx to Vh1 was paved, in part, with marketing and PR opportunities.

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State Farm Rescues ‘Meddling Kids’ in Spooky Scooby-Doo Spot

Like a good neighbor, State Farm is there…with the Mystery Machine!

There are some things that all the Scooby Snacks in the world can’t fix — like a broken-down vehicle. But when Scooby and the gang find themselves in a tough spot in this State Farm ad, they use the magic “Like a good neighbor” jingle to summon an insurance agent. Not only does she help them with the Mystery Mobile, but the agent also helps them unmask the creeper that caused their accident.

The commercial, from agency Translation, was created with Warner Brothers, so it uses the official character graphics, voices and music from the classic cartoon. According to State Farm, the animated agent is actually based on a real person, State Farm agent Lucy Rodas, who “helps her customers get to a groovier state in Norwalk, Calif.”

“State Farm has been ‘like a good neighbor’ for customers since 1922, allowing them to help many different people across the decades,” Translation creative director Emily Sander told AdFreak. “Pairing with Warner Bros.’ Scooby-Doo allowed us to demonstrate that heritage of help in a unique way, showing just how far it extends—even to the animated, mystery-solving Scooby Gang of friends from 1969.”

Like, Happy Halloween, Gang!

Spin the Agencies of Record

The stars have certainly aligned for Steve Stoute’s agency, Translation: Hip-hop juggernaut Jay-Z, film legend Ron Howard and iconic American beer brand Budweiser, along with a host of other talents, marketing gurus, PR experts and businesspeople are joining forces to create a film based on the two-day “Budweiser Made in America” film festival to be held in Philadelphia, PA, in September.

Sovereign\Santander has chosen Arnold Worldwide to represent the bank’s rebranding in a review competition that included Mullen and SapientNitro. Santander, the Spanish brand that bought Sovereign—and its 722 branches—in 2009, hired Arnold Worldwide to position the brand and execute its sweeping marketing and advertising efforts.

The Marcus Graham Project, an intensive summertime program designed to help rectify the ad industry’s lack of diversity, is celebrating its fifth anniversary by announcing that the project is going full time. This evolution, named Locomotus, will require $2.6 million in its first year.

Co-founder Lincoln Stephens emphasized the investment will benefit the industry as it seeks to remain competitive in a globalized and diversified marketplace and bolster the careers of motivated, talented, young professionals. Dan Wieden, MGP supporter and co-founder/global executive creative director of Wieden & Kennedy, explains “Locomotus takes the best of what portfolio programs and student-run agencies have and moves it to the next level.”

Stalwart anti-spyware brand McAfee, recently bought by Intel, has chosen Daniel J. Edelman’s Zeno Group as its AOR. This marks an account boon for Zeno, which is expanding its tech portfolio in its Silicon Valley office. Zeno will presumably be promoting McAfee’s digital products which give users the option of customizing their security settings.

Moet & Chandon USA has chosen Miami-based BRPR to head its digital strategies, sponsorship integration and brand communication across all platforms in the USA.