Deutsch Inc.

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Deutsch Inc.
Advertising agency
Industry Advertising, marketing, public relations
Predecessor David Deutsch Associates, Inc.
Founded New York City, NY 1969
Founder David Deutsch
Headquarters New York (Headquarters), USA
Key people
  • Linda Sawyer, Chairman
  • Mike Sheldon, CEO – North America[1]
  • Pete Favat, CCO – North America
  • Winston Binch, Chief Digital Officer – North America
  • Jeff White, CMO – North America
  • Kim Getty, President – LA
  • Pam Scheideler, Chief Digital Officer – LA[2]
  • Val DiFebo, CEO – NY
  • Dan Kelleher, CCO – NY[3]
Parent Interpublic Group of Companies, Inc.
Subsidiaries Deutsch Music[4]
Website deutschinc.com

Deutsch Inc. is an American, multi disciplinary marketing communications agency headquartered in New York City. Founded as David Deutsch Associates, Inc. by David Deutsch[5] in 1969, the company name was later changed to Deutsch Inc. when his son, Donny Deutsch, took over the agency in 1989. Deutsch LA opened its office in 1995 and in November 2000, the agency was sold to Interpublic Group of Companies.[6][7] Deutsch is currently led by Mike Sheldon, CEO of North America, who also took over the role of Chairman in January 2017.[8]

Deutsch launched its first DLatino practice in the fall of 2014, aiming to focus on Hispanic marketing;[9] in 2016, Deutsch launched a branded entertainment department, DeutschMusic,[10] signing Grammy-nominated artist Charlie Puth. In 2017, Deutsch launched Great Machine, an artificial intelligence practice blending creativity with technology, overseen by Winston Binch, Chief Digital Officer.[11]

Offices[edit]

New York[edit]

Val DiFebo was named CEO in October 2009, and oversees day-to-day business and operations with a team of agency partners. Dan Kelleher is Chief Creative Officer.[12]

Los Angeles[edit]

Deutsch LA opened its doors in 1995 and is currently led by Kim Getty, president since 2015. Pete Favat is Chief Creative Officer, North America.[13] Winston Binch is Chief Digital Officer, North America.

Notable campaigns[edit]

Furniture retailer IKEA airs a Deutsch-produced ad that is the first mainstream depiction of identifiable, gay characters.[14][15]

AdWeek picked the Deutsch commercial, "The Force", for Volkswagen AG, as the top commercial of 2011,[16] the Association of Independent Commercial Producers also listed that commercial as one of the top 3 of 2011 in several categories.[17]

Deutsch produced two live commercials for client Target Corporation during the Grammys alongside musicians Imagine Dragons[18] and Gwen Stefani,[19] marking the first live commercial-break concert[20] and the first live music video[21] respectively.

Deutsch executed “Art Heist for Good” for pro bono client Water is Life, the campaign involved taking art from Kibera,[22] one of the most violent slums in Kenya, auctioning to the highest bidder.[23] and using the proceeds to fund clean-water and sanitation systems in the region.[24]

Deutsch created TacoBot, an artificially intelligent [25] chatbot for placing orders and specifying pickup at local Taco Bell restaurants via Slack.[26]

Awards[edit]

Awards
Ad Age—Agency of the Year[27]
ADWEEK Eastern Agency of the Year[28]
ADWEEK National Agency of the Year[29]
ADWEEK National Agency of the Year[30]
ADWEEK National Agency of the Year[31]
AEF – Agency Award[32]
Interactive Agency of the Year[33]

Creative awards include: Effies,[34] Clios, Cannes Lions,[35] Addys, Webby’s,[36] One Show Pencils, and Emmy nominations.[citation needed]

References[edit]

  1. ^ O'Leary, Noreen. West Coast Wins Deutsch's Succession Race. AdWeek, January 15, 2015.
  2. ^ Richards, Katie. Deutsch Appoints 2 New Partners to Bolster Its Digital and Tech Offerings Trevor O'Brien, Pam Scheideler assume new duties AdWeek, February 1, 2016.
  3. ^ Oster, Erik. Deutsch Hires New Chief Creative Officers for Its New York and L.A. Offices. Ad Age, April 27, 2016.
  4. ^ "Deutsch Music Signs Grammy Nominated Pop Singer Charlie Puth". Retrieved 3 May 2018. 
  5. ^ O'Leary, Noreen. Agency Founder David Deutsch Dies at 84.Ad Age, June 13, 2013.
  6. ^ Garrett, Jade. Interpublic set to buy out Deutsch.The Guardian, December 1, 2000.
  7. ^ Elliott, Stuart. A long courtship ends as Deutsch, the last of the big independents, says yes to Interpublic.New York Times, December 1, 2000.
  8. ^ Stein. Lindsay. Deutsch Chairman...Ad Age, September 15, 2016.
  9. ^ Shearman, Sarah.Deutsch LA steps up focus on Hispanic marketing October 17, 2014.
  10. ^ Stein, Lindsay. DeutschMusic Signs Grammy-Nominated Pop Singer Charlie Puth. Ad AdAge, January 20, 2016.
  11. ^ Johnson, Lauren. [1]ADWEEK, April 10, 2017.
  12. ^ [2] Deutsch Hires New Chief Creative Officers for Its New York and L.A. Offices. April 27, 2016
  13. ^ Parekh, Rupal. Pete Favat Named Chief Creative Officer at Deutsch, Los Angeles. Ad Age, September 3, 2013.
  14. ^ Horovitz, Bruce. TV Commercial Featuring Gay Couple Creates a Madison Avenue Uproar. Los Angeles Times, April 5, 1994.
  15. ^ "IKEA - Dining Room Table". YouTube. 
  16. ^ "10 Best commercials of 2011". AdWeek. 2011. 
  17. ^ {{cite web | url=http://www.aicpshow.com/show/the-force/ | title="The Force"- AICP Show publisher=AICP | date=2011 }}
  18. ^ Coffee, Patrick. [3] AdWeek, February 9, 2015.
  19. ^ Lenker, Margaret. [4] Variety, February 15, 2016.
  20. ^ Homonoff, Howard. [5] Forbes, February 18, 2015.
  21. ^ Lynch, Joe. [6] Billboard, February 10, 2016.
  22. ^ Solomon, Dan. [7] Fast Company Co.Create, November 4, 2015.
  23. ^ Goldberg, Eleanor. [8] The Huffington Post, November 12, 2015.
  24. ^ Gianatasio, David. [9] AdWeek, November 4, 2015.
  25. ^ Peterson, Tim. [10] Marketing Land, April, 2016.
  26. ^ Finley, Klint. [11] Wired, April 7, 2016.
  27. ^ Sanders, Lisa. Deutsch Named Ad Age Agency of the Year. Ad Age, January 13, 2003.
  28. ^ ADWEEK Staff. Agencies Of The Year: Past Regional Winners. ADWEEK, January 31, 2000.
  29. ^ Sampey, Kathleen. U.S. Agency of The Year 2001. ADWEEK, January 14, 2002.
  30. ^ McMains, Andrew. Agencies Of The Year: U.S. Winner 1999 – Deutsch. ADWEEK, January 24, 2000.
  31. ^ Nudd, Tim. U.S. Agency of the Year 2002: Deutsch & Co. – Catch Me If You Can. ADWEEK, January 13, 2003.
  32. ^ Diversity Achievement and Mosaic Awards & Forum. ADWEEK, May 20, 2011.
  33. ^ Creativity Innovators Of The Year 2013: Deutsch L.A. Ad Age, January 16, 2014.
  34. ^ 2013 Effie Awards List. Effie Award.
  35. ^ Nudd, Tim. Three Campaigns Each Win a Cyber Grand Prix. ADWEEK, June 18, 2014.
  36. ^ 17th Annual WEBBY Winners: 2013. Webby Award.

External links[edit]