Time Magazine Profile: Traslation Advertising's Steve Stoute

Excerpt taken from  "Translation Advertising: Where Shop Meets Hip-Hop"

"Ten years ago, Stoute left the music business — just before it tanked — and jumped into advertising and marketing. He saw an opportunity to navigate the gap that existed between corporate America and the lucrative youth market, an estimated $1.2 trillion sector that companies are eager to tap into but frequently miss the mark reaching.

"Brands don't often speak to young people in a way that is representative of them," says Stoute. "What I do is contemporize a brand." But, he says, "I don't take the brand away from what it stands for. I don't change who they are in order to appeal to the next generation."

....It was Stoute who in 2003 helped steer Justin Timberlake to McDonald's for its "I'm Lovin' It"...put pop singer Gwen Stefani together with Hewlett-Packard in a successful 2005 campaign to promote the company's Photosmart R607 camera," (as well as put Jay-Z with Reebok in 2003).

Read more: http://www.time.com/time/magazine/article/0,9171,2011574-1,00.html#ixzz0xCLrt9pr