Deutsch NY / Deutsch LA advertising & marketing assignments

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Selected Deutsch advertising

Deutsch is a leading full service agency in the US, or at least it was until 2020, when the agency split its two offices in New York and LA respectively into entirely separate entities, though they still share the same name (for now at least). That was the culmination of a 30-year rollercoaster ride with plenty of ups and downs. During the 1990s, Donny Deutsch power-charged the New York ad agency originally founded by his father 20 years earlier. Following rapid growth and a string of industry accolades, he took advantage of the stock market boom to sell out to Interpublic in 2000, becoming an extremely influential figure within that group and one of its biggest individual shareholders. He subsequently developed a wider public profile through regular appearances in the media as an industry pundit and later launched his own cable TV show. However his agency suffered something of a reversal soon after his departure, losing several significant accounts. A restructured management team allowed the agency to recover its stability during 2006. A secondary outpost in Los Angeles performed particularly well, delivering some standout creative work, especially for clients such as Volkswagen and Sony Playstation (though both later moved on elsewhere). Later, though, the agency drifted a little, despite consistently interesting creative work. In 2009, Deutsch gained an international footprint for the first time, absorbing the New York office of Interpublic's weakened Lowe Worldwide network, and bolting on its worldwide network. However that partnership was abruptly unpicked again after only four years. Gradually, a certain amount of friendly rivalry arose between the two offices on the East and West Coast, and in 2020 a decision was taken to separate them entirely following the retirement of long-serving group CEO Mike Sheldon. Deutsch NY continues under CEO Val DiFebo; Deutsch LA is led by CEO Kim Getty. Steelhead is a dedicated production division within Deutsch LA. AdAge estimated pre-split revenues of $183m in 2019. For 2020, it estimated $110m for LA and $67m for NY.

Capsule checked 6th September 2021

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Recent stories from Adbrands Update:

Marketer Moves 18th May 2022: New CCO at Deutsch NY. See Marketer Moves (members only).

Adbrands Daily Update 13th Jan 2020: "Zigurine". Deutsch get off to a flying start on the Reebok account with this inventive spot starring Ultimate Fighting Championship superstar Conor McGregor, now one of the brand's most influential endorsement partners. He might not be as familiar a face to international audiences as he is in the US (or his home country of Ireland), but it hardly matters. The spot is loads of fun. Let's face it, who can resist a bit of Claymation?

Adbrands Weekly Update 20th Sep 2018: Deutsch LA is reported by AdAge to have been eliminated from the global Volkswagen creative review, which is being fought out between Omnicom (whose DDB already holds the account in most markets), WPP and Publicis. Interpublic-owned Deutsch had managed the business in the US since 2009.

Adbrands Weekly Update 12th Jul 2018: Ads of the Week "Web of Fries II". The dominance of burgers in general (and one burger in particular) in the global fast food industry has repeatedly provided fertile soil for Taco Bell and its longtime agency Deutsch. Their latest conspiracy fantasy is a brilliantly conceived follow-up to the earlier 'Web of Fries' film in which Josh Duchamel uncovered a sinister plot to stop Taco Bell from selling french fries. In the mock-dystopian sequel, Duchamel's daughter, now an adult, is determined to continue her father's quest, and avenge his apparent death... There's even a great cliffhanger twist, and a brilliant comic punchline. Marvellous.

Adbrands Weekly Update 25th Jan 2018: Ads of the Week: "Web Of Fries". Ever wondered why Taco Bell has never served fries? Actually it's because of a secret conspiracy organised by M**** and B*** K**** to suppress all Mexican-spiced potato products... Now it can be told. Deutsch has the full story in this brilliantly convincing movie trailer pastiche, starring Josh Duhamel. Watch out! The Burger People are on your tail, at least for the next day or so until the official launch of Nacho Fries this weekend!

Adbrands Weekly Update 4th May 2017: Ads of the Week "America". The ad from Deutsch LA for Volkswagen's all-important new Atlas full-size SUV looks fabulous, but heavens what a miserable road trip this looks to be. The family are off to scatter Grandpa's ashes and see America, but there are more tears than laughter along the way, despite their roomy beast of a car. Deutsch plays the patriotism card successfully - the American-made, American-only Atlas is core to the long-hoped-for reboot of VW USA - but they really overdid the sentimentality. 

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