MUMBAI: Interpublic Group has taken over Translation Consulting + Brand Imaging, a branded entertainment agency, the promotion creator for leading marketers in youth and urban markets.

Translation will operate as a stand-alone unit and will be a shared resource for all Interpublic companies. The unit will continue to be led by Steve Stoute, the company’s founder and Chief Creative Officer. The terms of the agreement are not being disclosed.

With approximately 45 employees, Translation, based in New York, is noted for its strategic marketing aimed at young adults and promotional programs pairing Fortune 500 companies with celebrities from the worlds of music, sports, entertainment and fashion. With a focus on the urban and youth markets and multi-cultural consumers, Translation has built programs for Reebok and General Motors, and has worked with celebrities like Beyoncé, Justin Timberlake, Jay-Z and Gwen Stefani.

Interpublic, Chairman and CEO, Michael I. Roth commented, “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. All consumers, especially the youth market, have unprecedented options when it comes to media and how they interact with our clients. Under Steve’s leadership, Translation has built meaningful engagements between clients’ brands and this hard-to-reach audience.”