Russell Simmons’ All Def Digital Launches Urban Creative Unit

All Def Digital Chairman Russell Simmons and CEO Sanjay Sharma have announced the launch of ADHD, a creative unit housed inside of ADD to create brand-focused content aimed at urban millennials. ADHD will partner with select brands in creating content, live experiences, and full-scale media properties that will appeal to what it sees as a key urban-inspired youth.

"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." The new unit will be led by R/GA Managing Director Josh Mandel, a 20-year veteran of the marketing and advertising world. 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. "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."via Celebrity Access