Issue: Aug 2006


GM Engages Services of Translation Consulting



Agency Will Help Automaker Broaden Marketing Communications

General Motors Corp. has hired the Translation Consultation & Brand Imaging agency to provide strategic counsel and marketing communications guidance for Chevrolet and other GM vehicle brands in the U.S. on a variety of key projects.

Translation, based in New York City, is a brand marketing firm headed by founder and Chief Creative Officer Stephen Stoute. The agency specializes in creating and implementing marketing concepts that establish connections between Fortune 500 companies and superstar celebrities from music, sports, entertainment and fashion.

Initially, Translation will consult with Chevrolet, Campbell-Ewald and GM Planworks to help the Chevrolet brand broaden its marketing communications to young, diverse, well-educated consumers who live in key metropolitan markets in the U.S., targeting the coastal "smile-state" markets in particular.

"We're very excited about involving Steve and his group in our marketing communications efforts. We believe Translation can help us continue to better differentiate our brands and connect with the trend-setting youth market. Translation has a proven track record in assisting major brands such as McDonald's, Reebok, Hewlett-Packard and others to better understand consumers and emerging trends," said Mike Jackson, GM North America vice president, Marketing and Advertising.

"My team and I are thrilled to be working with GM, the world's leading automobile maker," said Stephen Stoute, founder and chief creative officer. "Our goal is to help GM reach new consumers by increasing the relevance of its brands in their lives, while simultaneously leveraging Translation's entertainment and sports assets to also build value with GM's existing customers."


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