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 after his departure for a career in television, losing several significant accounts. A restructured management team allowed the agency to recover its stability during 2006, and the secondary outpost in Los Angeles has performed particularly well in recent years, delivering some standout creative work for clients such as Volkswagen and Sony Playstation. Though those clients have both since moved on, LA remains the larger of the agency's two offices. 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 unpicked once again in 2013. Although there has often been talk of a international Deutsch presence it remains for now a US-only agency. Mike Sheldon is chairman & CEO but is expected to leave at the end of 2019 after 20 years with the business. He will not be directly replaced. The NY and LA offices are headed by Val DiFebo and Kim Getty respectively, who will report directly to IPG COO Philippe Krakowsky. Pete Favat is chief creative officer. AdAge estimated revenues of $201m in 2018.
Capsule checked 19th December 2019
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets
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Historical profile information for Deutsch Inc
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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