Steve Stoute is the founder of Translation, a company that matches pop-star
Steve Stoute is the founder of Translation, a company that matches pop-star spokespersons with corporations that want to promote their brands. He has worked to pair Gwen Stefani with Hewlett-Packard, Justin Timberlake with McDonald’s, Beyoncé Knowles with Tommy Hilfiger, and Jay-Z with Reebok.
Check out this new interview with marketing genius Steve Stoute where he talks about some of his latest endeavors and how the culture of America is changing for TIME magazine.
On The Tanning Of America:
What he calls “the tanning of America.” The growing African-American, Hispanic and Asian-American populations together command an estimated $2 trillion in buying power. And they have become hugely influential trendsetters. Demographers know this, but Stoute sees the shift as a massive cultural transformation that most companies are missing.
According to Stoute, this seismic shift has ushered in an era of shared cultural tastes and attitudes. The tanning concept, he says, is built around not the physical reality of different racial makeups but rather what he calls “a shared mental complexion.” To make a brand relevant, companies need to understand that multicultural advertising is no longer a niche strategy: multicultural is what America looks like.
“One of the things that made me realize right away that Steve was an innovative thinker was when I heard him talking about the tanning of America,” says Pamela El, marketing vice president of State Farm. “He said that advertisers and marketers need to follow the lay of the land, and the face of America is changing.” Stoute took LeBron James to State Farm, managing to make King James both relevant and funny in ads for insurance.
Let’s go advertisers!