“Atlanta has a soul. There’s something happening here, but it still hasn’t found its own yet,’” said Rochon.
Rochon said that Atlanta is the heart of the South and added that the South is about to rise again, but in a way that the originators of that phrase never expected with the people that they never expected it to rise with.
“Troublemakers come from Atlanta. It’s the only city in the world that has produced a king, a queen and the president—Martin Luther King, RuPaul and Jimmy Carter,” Rochon said with a laugh.
At Hothouse, Rochon wants to build a culture and be a part of culture through its creators.
“Culture is so much more about the people who make it than the things that they make. And Atlanta is full of makers and creators,” said Rochon.
He sees Hothouse as being a place that is an incubator for those creators through partnership and collaboration.
“We’re no longer going to appropriate the things that creators make in culture, we’re actually going to figure out how to connect it in a very different way,” said Rochon, adding that he wants those creators to be fairly compensated through the brands they represent.
Rochon is bringing all of his previous brand knowledge playbooks to the table, including those from Red Bull, Samsung and Louis Vuitton, to collaborate with creators and do it right, as Red Bull has done with its extreme athletes who have helped shape the brand.
Rochon is helping to transform how Hothouse does business to help make the shop be more strategic and culturally minded.
“We as partners to storytellers and brand stewards have to keep a client true to their values,” said Rochon.
Rochon added that we are living in the age of ideas, where actions are bigger than ads and the agency’s role is to teach brands how to act in the age of culture.
“Hothouse’s entertainment marketing heritage means the agency is ideally suited to help brands unlock those authentic connections,” said Rochon.
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