Deutsch is a leading full service agency in the US. Following rapid growth and a string of industry accolades during the late 1990s, former owner Donny Deutsch 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. More recently, Deutsch gained a high public profile with his own cable TV show, and other regular appearances in the media. However his agency suffered something of a reversal soon afterwards, losing several significant accounts. A restructured management team allowed the agency to recover its stability during 2006, and the Los Angeles outpost has performed particularly well in recent years, delivering some standout creative work for clients such as Volkswagen and (until its departure in 2013) Sony Playstation. In 2009, Deutsch gained an international footprint, absorbing the New York office of Interpublic's weakened Lowe Worldwide network, and bolting on its worldwide network. However that partnership was unpicked once again in 2013. Although there has often been talk of a international Deutsch presence it remains for now a US-only agency.
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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.
Adbrands Weekly Update 22nd Sep 2016: Deutsch Inc's long-serving leader Linda Sawyer is to depart the agency at the end of this year after 27 years, most recently as chairman. She joined the agency in 1989 to work on the Ikea account, gradually moving up through the ranks, and becoming CEO for 10 years from 2005 to 2015. She inherited the chairman role when former figurehead Donny Deutsch left to launch his own cable TV sitcom. Sawyer told AdAge she plans to launch "a disruptive e-commerce venture next spring".
Adbrands Weekly Update 12th Nov 2015: The new scripted comedy show starring (and partly funded by) Donny Deutsch, former leader and now chairman emeritus of ad agency Deutsch Inc, made its debut this week on cable strand USA Network. It's conceived as a comedy along similar lines to Larry David's Curb Your Enthusiasm, with Deutsch playing "a more idiotic, more detached, bigger buffoon version of myself – which is hard to do, but I did it." There are also some strong similarities to that ad-themed Mel Gibson comedy What Women Want. Here's the trailer. However, reviews have been generally negative, with Deutsch's excessive vanity - clear to see even in the trailer - getting a (probably well-deserved) kicking. Said the Philadelphia Inquirer: "USA Network takes us back to the dark ages before humanity discovered laughter with Donny Deutsch's embarrassing, humorless, sexist attempt at being funny."
Adbrands Weekly Update 28th July 2015: Ads of the Week "All-in Wireless". New agency, new confidence. Deutsch's second campaign for US mobile carrier Sprint is just excellent, putting a polite boot into the three rival mobile services, especially main challenger T-Mobile. We don't usually like knocking ads, but this one has charm, and also of course... well, you know who. St David adds considerably in the process to his huge endorsements bank balance, while also noticeably improving his acting skills.
Adbrands Weekly Update 30th Apr 2015: Ads Of The Week: "Mom". You think acting in commercials is hard work? Not for the three main kids in Deutsch LA's latest for Volkswagen. They're having *loads* of fun. The message here is clear. Diesel cars are good for parents and for the environment, but your kids will grow up as goody-two-shoes nerds... Another lesson learned: literally everything looks good when it's filmed in ultra-slow-motion.
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