Steve Stoute Enters the AAF's Hall of Achievement

Hip Hop veteran, Steve " The Comissioner" Stoute, will be honored and inducted into the American Advertising Federation's Advertising Hall of Achievement on November 18th, 2008.   

Steve Stoute will receive the accolade for his impressive work in field of marketing. In 2000 Stoute left the music industry and became a partner at the The Arnell Group. In 2004 Stoute launched his own company, Translation Consultation & Brand Imaging, which was acquired by Interpublic Group in 2007 for an estimated $15 million.  In 2008 he and Jay Z formed Translation Advertising, of which Interpublic owns a 49% stake.

Today Steve Stoute is the driving force behind one of the leading and most influential brand marketing firms in the industry.  The mastermind behind innovative promotions between Fortune 500 companies and superstar celebrities from music, sports, entertainment and fashion, Mr. Stoute has led Translation to unprecedented growth and expansion.  Among his clients are such worldwide marketers as McDonald's, Reebok, Verizon and Proctor & Gamble, to name just a few. 

Throughout his marketing career Stoute has been sought after by Fortune 500 clients to help them appeal to the urban youth market.  At the Arnell Group, he worked with many high profile clients but his campaign with Reebok garnered the most attention.  Under his direction, the company developed the RBK lines featuring Jay Z and 50 Cent, which helped the brand reconnect with the hip hop market.  Translation Consultation and Brand Imaging acquired an impressive list of Fortune 500 clients.  He paired up Jay-Z with Reebok, Justin Timberlake with McDonald's and Gwen Stefani with Hewlett-Packard.

His new venture, Translation Advertising, is currently working with State Farm, Samsung, Valentino, Conde Nast, and Wrigley.  The Wrigley campaign has received the most attention.  The campaign featured remakes of the company's jingles by R&B stars Chris Brown and Ne-Yo.  The new jingles were released as full songs to the unsuspecting public until a press release making the announcement, and the ads featuring the songs appeared.  Chris Brown's rendition, "Forever," became a Top 10 hit and has been nominated for MTV Video Music Awards' Music Video of the Year.  Astonished by his own work, Stoute says, "It's incredible that an artist was nominated for a Video of the Year with a Wrigley's jingle."

Stoute's hip hop roots run deep.  He grew up in Queens New York and began his career working for Kid 'N Play.  He eventually became a road manager, A&R and a music label executive.  He has held executive positions with Sony and Interscope records.  Throughout his career he has worked with many groups including Mariah Carey, Eminem, Jay Z, Enrique Iglesias, U2, and most extensively with Mary J. Blige and Nas, as their manager.  "In working with these artists, you learn a lot about branding, but in the record business we never called it branding," says Stoute. 

The Advertising Hall of Achievement is the industry's premier award for outstanding advertising professionals age 40 and under. The American Advertising Federation established this program in 1993 as a way to recognize young talented individuals who are making a significant impact on the advertising industry.

When the humble Steve Stoute speaks of the award he says, "It's something that took me by surprise... I really am a novice."  He adds, "The client results, selling product, means much more to me than awards and things of that nature."  However he acknowledges the honor by saying, "The advertising business is saying, 'Steve, we're accepting you.' And I never knocked on the door. I just put out work. ... It makes me feel good. It makes me feel like we're building a strong agency here."

Steve Stoute and Translation Advertising bridge the gap between Madison Ave and Urban America.  When companies want to get their message to the youth they know Steve Stoute will translate that message in a way that appeals to the culture and that translates into big money. 

Stoute has also contributed his impressive skills and expertise to a variety of civic causes.  He played a key role in the development of minority recruitment campaigns for both the Fire Department of the City of New York (FDNY) and the New York City Police Department.  For his work on the "Heroes Wanted" campaign, Mr. Stoute received the 2004 Humanitarian Award from the FDNY.  In 2003, Mr. Stoute served as the co-chairman of the New York City Fresh Air Fund, a non-profit program offering minority children an opportunity to experience life outside the confines of the inner city.  

Most recently Stoute and May J. Blige have partnered up to form the Foundation for the Advancement of Women Now (FFAWN) to inspire women from all walks of life to reach their individual potential.

VIDEO: Steve Stoute speaks about the music industry