In early 2001 Steve Stoute co-founded a marketing company with Peter Arnell, head of a highly regarded brand consulting firm; they called their new venture “PASS,” an acronym for their names. The duo planned to use their marketing and music expertise to consult on brand-imaging for major Fortune 500 companies interested in capturing a segment of the premium youth market. To prove their point, Stoute asked rapper Jay-Z to name-check Motorola’s two-way pager in his “I Just Wanna Love U (Give it 2 Me)” song. Sales for the pager went through the roof, and PASS began to be noticed by numerous companies.
The Dean's Notes: This is still possible for brands today, but they stakes are higher and we look to take ownership and be hands on with our projects from grassroots to television and beyond.
The Dean's Notes: This is still possible for brands today, but they stakes are higher and we look to take ownership and be hands on with our projects from grassroots to television and beyond.
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