5859: Translating Steve Stoute.

From Adweek.com…

Profile: Steve Stoute
Helping the beat go on for brands

By Eleftheria Parpis

NEW YORK Steve Stoute, the 38-year-old CCO of Translation Consultation & Brand Imaging, launched in 2004, has been building brands since he was barely out of high school. But the former record executive -- who once managed artists such as Mary J. Blige and Nas -- still considers himself an advertising neophyte.

“I really am a novice,” says Stoute, who despite his modest characterization has built a lucrative career connecting brands to the much sought-after hip-hop-inspired youth market. In fact, he’s being honored by the American Advertising Federation in November with an induction into the organization’s Advertising Hall of Achievement.

“It’s something that took me by surprise,” says Stoute of the honor. It shouldn’t have. Stoute, who earlier this year launched Translation Advertising with Jay-Z -- as a division of Translation Consultation & Brand Imaging -- has leveraged the increasingly smitten relationship between Madison Avenue and the entertainment business into a lucrative career. His matchmaking efforts over the years have paired Jay-Z with Reebok, Justin Timberlake with McDonald’s and Gwen Stefani with Hewlett-Packard.

Most recently, Stoute paired Wrigley’s with artists including Chris Brown to help rebrand its chewing gum products. He commissioned the singer to revamp the brand’s classic Doublemint jingle, which was released first as a four-minute single, “Forever.” (The blogsphere subsequently lit up with fans angry they hadn’t been told about the Wrigley’s connection.) Wrigley’s new campaign also includes revamped jingles for Big Red by Ne-Yo and for Juicy Fruit by Dancing With the Stars contestant and country singer Julianne Hough.

Brown’s “Forever” was recently nominated for MTV Video Music Awards’ Music Video of the Year. “It’s incredible that an artist was nominated for a Video of the Year with a Wrigley’s jingle,” says Stoute.

With no formal business training, Stoute relies on instinct. He says he developed his insight into consumer behavior by watching people window-shop. “I’ve always paid attention to what people pick up and put down,” says Stoute, whose client roster includes State Farm, Samsung and General Motors.

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