Russell Simmons' New Agency Will Help Brands Connect With Hip-Hop Fans

Targeting 'overlooked and underserved' audience

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This week, hip-hop impresario and Adweek Brand Visionary Russell Simmons launched an in-house creative agency to help brands appeal to young audiences in a new way. The new agency, ADHD, will serve as an in-house creative unit of All Def Digital (ADD), Simmons' web video platform and media company which manages a unit of social video stars, writers, actors and hip hop artists and has 1.4 million subscribers on YouTube.

Both entities' acronyms are a nod to younger generations' shorter attention spans, Simmons told Adweek.

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