(AdAge) — Translation, the agency launched by marketing mogul Steve Stoute, is negotiating a buyback from parent Interpublic Group of Cos., Mr. Stoute told Advertising Age, as the shop moves away from its identity as a multicultural agency and seeks to rival bigger, general market firms. The desire to recapture its independence comes as Translation is increasingly being tapped by blue-chip marketers for work outside of solely African-American marketing duties. Mr. Stoute said Translation is McDonald’s agency of record for sports and entertainment marketing; is engaged on product development and packaging for Wrigley; and handles national advertising campaigns for State Farm, Estee Lauder, DSW and Target. It’s also recently won assignments from Coca-Cola and Nokia as well, he said, though he declined to elaborate.
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