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Interpublic Completes Translation Buy

Stoute to Remain at Helm of His Branded-Entertainment Shop

By Published on .

NEW YORK (AdAge.com) -- Interpublic Group of Cos. today announced its acquisition of branded-entertainment shop Translation Consultation & Brand Imaging in a deal estimated at less than $15 million.
Steve Stoute
Steve Stoute

Terms of the transaction, which was first reported on AdAge.com, were not disclosed.

Stand-alone unit
Translation will operate as a stand-alone unit under the Interpublic structure, and will act as "a shared resource for all Interpublic companies," according to a press release issued today. Translation will be permitted, though, to continue working on projects with clients, such as McDonald's, that have affiliations with competing holding companies, such as Omnicom Group and Publicis Groupe, according to a person familiar with the matter.

Translation's chief creative officer and founder, Steve Stoute, will remain at the helm of the unit, while Keith Sherwood, formerly director-business development, has been named chief operating officer.

"Translation has a strong track record in delivering the youth and urban audience to top marketers. In today's world of fragmented media, niche marketing is more important than ever," Interpublic Chairman-CEO Michael Roth said in a statement.

"We are thrilled to be partnering with Interpublic. ... We look forward to bringing Translation's extensive knowledge and understanding of the marketplace to Interpublic's vast network of marketing companies," Mr. Stoute said in the statement.
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