LOS ANGELES, April 21, 2016 /PRNewswire/ -- All Def Digital Chairman Russell Simmons and CEO Sanjay Sharma today announced the launch of ADHD, a creative unit housed inside of ADD to help brands and agencies connect with the hugely influential yet hard to reach urban millennial audience. R/GA Managing Director Josh Mandel, a 20-year veteran of the marketing and advertising world who has earned a reputation for creating culture-defining work for brands such as Nike, Samsung, Beats by Dre, Activision and adidas, will lead the group.
ADHD will partner with select brands that understand the value of being in the cultural cutting edge by creating bespoke content, live experiences, and full-scale media properties. The group leverages ADD's proprietary audience insights and reach to create solutions that speak to urban-inspired youth. With Simmons' deep roots in hip hop culture and decades of experience creating and marketing crossover brands, ADHD now offers marketers the same insight, strategy, creative and execution that birthed such iconic and culture-influencing brands and talent as Def Jam Records, Beastie Boys, Jay-Z, Kanye West, Def Comedy Jam, and Phat Farm. Simmons himself is a recognized marketer in his own right, having received AdAge's prestigious Brand Visionary award.
"The US population under 25 is already minority majority," said Russell Simmons, "and hip hop is an essential cultural expression for this audience. That is true in the United States and it is also true globally. Young people everywhere listen to hip hop, or they're heavily influenced by it. Just look at the three biggest media properties of 2015 -Straight Outta Compton, "Empire," and the Broadway hit "Hamilton."
"ADHD is the home for brands that want to connect authentically with the generation that is driving culture forward in the US and around the world," said Sharma. "All Def Digital is now the fastest growing online brand for urban youth in the country, with industry-leading engagement metrics, and a growing roster of clients looking to us for authentic creative solutions. Josh is the perfect choice to helm ADHD and our brand relationships."
Mandel has led marketing efforts for numerous Fortune 500 companies, including Nike, adidas, Beats by Dre, Sonos, Samsung and Activision across the United States and Europe, winning multiple awards for creative excellence and marketing effectiveness. Over the past 20 years, he has held leadership roles at TBWA/Chiat/Day, 180 Amsterdam, Weiden+Kennedy, and 72andSunny, and also worked client-side at Nike. He joins the company from R/GA, AdAge's 2015 Agency of the Year, where he started and ran the Los Angeles office and created category-defining work for Beats by Dre.
"When I saw what Russell and Sanjay were doing with ADD, I was in immediately," said Mandel. "Hip-hop permeates global pop culture across people of all ages, through nearly every art form. And yet its influence, and hence a massive audience, remains an after-thought for many in our industry. I'm excited to put the culture front-and-center where it belongs, in our conversations with today's youth and in today's commerce."
Reaching 100 million fans across social video platforms, All Def Digital's rapid growth and industry leading viewer retention and engagement rates over the past year have already been attracting innovative advertisers such as Samsung, Chevy and Universal Pictures.
All Def Digital (ADD) is the leading media company for urban-centric youth culture. ADD produces and distributes original content through its own media properties, social channels, traditional and premium television, theatrical motion-pictures, live events, brand partnerships through its in-house agency ADHD, and its own record label in partnership with Universal Music Group. ADD also manages a curated network of emerging and established talent including social video stars, stand-up comics, writers, actors, poets and hip hop recording artists. ADD is the fastest growing media brand in urban youth programming, touching over 100 million fans monthly across YouTube and Facebook, with category-leading engagement metrics. The company is headquartered in Los Angeles, California, with offices in New York. Its investors include Nu Horizons, Greycroft Partners, e.ventures and Advancit Capital.
ADHD, a unit of ADD, is a creative unit that helps brands and agencies connect with the hugely influential but hard-to-reach multi-racial, urban millennial audience. ADHD partners specifically with those select brands that understand the value of being in the cultural cutting edge by creating authentic, bespoke content, live experiences, and full-scale media properties. The group leverages ADD's proprietary audience insights and reach to create solutions that speak to urban-inspired youth. With deep roots in hip hop culture and decades of experience creating crossover brands, ADHD now offers brands the same insight, strategy, creative and execution that birthed such iconic and culture-influencing brands and talents as Def Jam Records, Beastie Boys, Jay-Z, Kanye West, Def Comedy Jam, Phat Farm and now ADD. ADHD is the home for brands that want to authentically and creatively connect with the generation that is driving culture forward in the US and around the world.
For further information:
Elzer & Associates
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