Hasta La Creative!

This morning we got a tip about some big changes at Steve Stoute‘s Translation.

Specifically, the tip claimed that President Nils Peyron and ECDs Marc d’Avignon and Jay Berry are no longer with the agency.

None of the three have been with Translation for more than a few months: Peyron, a former account leader at McCann and Ogilvy, joined in February and earned an Adweek writeup in the process; he filled a post that had been vacant since November 2012. At the same time, the agency hired former top Chiat creative John Norman to fill the CCO role. Norman then facilitated the hiring of Berry and d’Avignon, who had worked with him at W+K Portland from 2005 to 2008.

Translation produced a couple of spots for Champs Sports this summer, and all three of the names in question appear in the credits.

We did not receive a confirmation or statement from the agency, but we did score a “no comment…”

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Translation, New York has a new campaign for Champs (for whom they are agency of record), entitled “Game Never Sleeps.”

The campaign celebrates the summer with a series of spots highlighting nocturnal sporting highjinks and a pool party rooftop dive. In the ridiculous 30 second-spot “One Giant Leap” a party-goer takes a rooftop leap into a pool. Only he realizes mid-jump that he left his prized kicks on. Somehow, he has the presence of mind to to quickly slip them off, unharmed, while also managing to make it into the pool. Other spots in the campaign are a bit more plausible, featuring nighttime games of basketball and football. Stay with us after the jump for “Let There Be Light” and “Nightglow,” along with credits. (more…)

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And now for some more BBDO news: the agency’s ongoing relationship with Anheuser-Busch got a bit fruitier today as its Chicago office won the Bud Light Lime account from Steve Stoute’s Translation.

This move comes less than a year after Bud Light made the same switch; Energy BBDO will run the account.

From AB’s official statement:

“…we are moving Bud Light extensions work to BBDO now to gain synergies.”

And yes, “Translation continues to be a valued creative partner and collaborator on our successful Budweiser Made in America program.”

Just not in Chicago.

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Well, the relationship fairly briefly, but as you may heard, Burger King has parted ways with Mother New York. You might remember that said agency joined BK’s roster and became the fast-food chain’s lead agency in early 2013, in the process coming up with ads like the Mary J. Blige-starring spot that drew somewhat agreeable comments from Translation chief Steve Stoute and was also lampooned by Second City. Anyhow, here’s your succinct statement that was just sent to us from the agency:

“We were optimists going into the relationship and after a substantial test ride, it did not work out. We wish our friends at Burger King all the best.”

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Budweiser’s new campaign “Made for Music” launches in 85 countries today, featuring Jay-Z and Rihanna carefully dispersed amidst other artists including an ice sculptor and street art painter. Jay-Z’s ad is backed by his song PSA, while Rihanna’s features her newest single, “Right Now.” Both spots are directed by Mark Romanek (Never Let Me Go, Bee Season) and each closes with inspirational words from Bud: “It begins and ends with what you make.”

Made for Music was inspired by the Budweiser Made in America Festival which debuted in Philly last year and Jay-Z headlined. This year, Beyonce and Nine Inch Nails will take the marquee billing over Labor Day Weekend.

Jay and RiRi’s ads are mildly inspiring with their filmic, black-and-white “creative spirit.” After the Samsung deal, Jay-Z’s authenticity feels slightly compromised, but both he and Rihanna are still solid examples of hard-working performers. The scenes are nothing new–star reads in the car, star makes decisions with sweeping hand motions, star stands triumphant as the lights go down–so I wouldn’t mind a bit of original dialogue, but all in all these spots do the job. Time to turn up Magna Carta Holy Grail and channel HOV’s productivity.

Credits after the jump as well as clips from our interview last year with Translation CEO Steve Stoute on his agency’s relationship with “the king of beers.”

continued…

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It’s never been easy to get some prompt, direct feedback from Translation, and this week’s been no exception. Over the last 24 hours, we’ve received several tips that Chris Cereda, who’s led creative at the New York-based agency for a year as CCO, has left Translation. Once again, we inquired directly to the agency and without comment, were directed to the man himself, Translation founder/CEO and Adage’s latest Executive of the Year, Steve Stoute, who we’ve come to know a bit in recent months.

Unfortunately, we’ve been unable to reach Stoute (let alone Cereda, who’s LinkedIn appears to have disappeared as well) when calling his office and are still waiting to hear back. As for Cereda himself, the Translation CCO has led the charge on various notable campaigns in recent months including the fun State Farm “Chris Paul/Cliff Paul” work and of course, the various Bud Light/Platinum efforts. Prior to joining Translation, the creative chief served as ECD at KBS+P and has worked at McCann on accounts including MasterCard during his career. We’re checking with all resources on this, so we’ll update with comment if and when we do hear back (wishful thinking, perhaps).

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