IPG Buys Branded Entertainment Agency

Interpublic Group has acquired branded entertainment agency Translation Consulting + Brand Imaging for a reported $10 million to $15 million.

Founded three years by former Interscope Records executive Steve Stoute, Translation has earned industry plaudits for exposing brands like Chevy Impala, Crest Whitestrips, and Reese's peanut butter cups to young and urban influencers.

Other clients include McDonald's, Procter & Gamble, Hershey, Microsoft, and Estée Lauder, along with celebrities like Beyonce, Justin Timberlake, Jay-Z and Gwen Stefani.

Translation, with its approximately 45 employees, will operate as a stand-alone unit, and will serve as a resource for other Interpublic units. As a stand-alone unit, it will continue to be led by Stoute.

Together, explained Stoute, "both companies will have a better ability to develop relationships with leading global brands."

Seeking relevance in a endlessly shifting media landscape, Interpublic continues to make strategic investments in new technology and niche markets.

"Niche marketing is more important than ever," Michael Roth, chairman and CEO of Interpublic, said in a statement. "Translation has a strong track record in delivering the youth and urban audience to top marketers."

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