Ad agency that created “Hello Brooklyn” tasked again

Translation, the Jay-Z founded ad agency that created “Hello Brooklyn” in 2012, is once again tasked with creating a marketing and advertising campaign, this time based on “Brooklyn Grit.”

The New York agency, headed by Steve Stoute, has been asked to develop the campaign prior to the start of the 2017-18 season. “Brooklyn Grit” has been the team’s mantra the last several years as the on-court product rebuilds.

“The Brooklyn Nets bring determination and hard work to every game, representing values that go to the heart of what it means to be a Brooklynite and a New Yorker,” Stoute said in a statement. “Our campaign will be grounded in further building an authentic bond between the Nets and the Brooklyn community that truly represents the spirit and grit of the borough.”

Translation was hired by the team prior to its move from New Jersey to Brooklyn in 2012 and created the “Hello Brooklyn” campaign based on the phrase that virtually every Brooklyn hip-hop artist had used to push their pride in Brooklyn. The “Hello” theme was used by the Nets to inaugurate a variety of campaigns.

Since then, however, the Nets advertising budget has dropped. As reported by AdWeek, the Nets spent nearly $3.4 million on measured media last year, down from over $8.1 million the year prior, and just $40,000 in the first quarter of 2017, according to Kantar Media.

“We believe there is an even greater opportunity to build an authentic connection between the team and the borough,” said Nets CEO Brett Yormark. “On the court, the Nets have fully embraced the mantra, ‘Brooklyn Grit,’ and our partnership with Translation will allow us to amplify that story in the community.”

The team’s official site carries what appears to be one theme of the campaign, “Effort means everything.” The theme doesn’t promise wins, just hard work, that is, “grit.” It also includes an image of D’Angelo Russell, the team’s big off-season acquisition.

Translation is also the agency of record for the NBA.

• Translation Named Agency of Record for the Brooklyn Nets - Erick Oster - AdWeek