Adweek named Translation the 2022 Multicultural Agency of the Year. Interestingly enough, in a recent interview with Advertising Age, Translation Founder-CEO Steve Stoute expressed unhappiness with being labeled a ‘multicultural’ shop. To sloppily paraphrase the man, Stoute contends that what Adland defines as the ‘General Market’ is multicultural. This, incidentally, echoes what nearly every ‘multicultural’ practitioner has insisted for generations. Yet they remain pigeonholed and fed crumbs. Unfortunately, ‘multicultural’ really means minority. And in Adland—the bastion of systemic racism—minority translates to marginalized.
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