Deutsch NY
TypeAdvertising agency
IndustryAdvertising, marketing, public relations
PredecessorDavid Deutsch Associates, Inc. (1969-89)
Deutsch Inc. (1989-2020)
FoundedNew York City, NY (1969)
FounderDavid Deutsch
FateRenamed as Deutsch NY (2020)
Headquarters
New York (Headquarters)
,
USA
Key people
Val DiFebo, CEO
ParentInterpublic Group of Companies, Inc.
Websitedeutschny.com

Deutsch NY, formerly Deutsch Inc. is an American ad agency headquartered in New York City. The agency was founded by David Deutsch in 1969 as David Deutsch Associates, Inc.[1] In 1989, the company name changed to Deutsch Inc. when Deutsch's son, Donny Deutsch, took over the agency.

In November 2000, the agency was sold to Interpublic Group of Companies.[2][3]

In October 2020, Deutsch Inc. separated into two separate entities: Deutsch NY and Deutsch LA.[4]

As of June 2021, Val DiFebo remains Deutsch NY's CEO.

History

1969-2019 (as Deutsch Inc.)

In 1969, David Deutsch Associates, Inc., the predecessor of Deutsch Inc, was founded by David Deutsch in New York City.[1] Deutsch was a former creative director at the agency Ogilvy & Mather.[1] The agency became known for its focus in print advertising.[5]

In 1983, Deutsch's son Donny joined the agency, and the agency began to change from a print agency to an integrated advertising and digital agency.[1]

In July 1989, the agency shortened its name to Deutsch, partly to reflect the assumption of control by the younger Deutsch.[5] By then, the agency was focusing more of its efforts on television advertising.[5]

In 1995, Deutsch opened a Los Angeles office.[6]

In 1996, Deutsch launched two new divisions: iDeutsch, an interactive unit, and directDeutsch, a direct marketing unit.[7][8]

In 1999, the company announced dRush, a joint venture between Deutsch and hip-hop entrepreneur Russell Simmons' Rush Communications, focusing on marketing to young consumers.[9]

In 2006, Linda Sawyer became Deutsch's CEO.[10]

In October 2009, Val DiFebo was named CEO of Deutsch NY, having been with the agency since 1992. Also in October, Deutsch merged with IPG's Lowe & Partners agency to become the North American hub of the group, with Sawyer as the combined entity's CEO.[11]

In 2015, Donny Deutsch stepped down as Chairman of the agency, and was replaced as Chairman by Deutsch CEO Linda Sawyer.[10] Also in 2015, Kim Getty became president of Deutsch LA, after joining the agency in 2003.[6] In May 2015, after six years as part of Deutsch, Lowe & Partners was merged with Mullen Advertising to form MullenLowe Group.[12]

In January 2017, Deutsch's CEO of North America Mike Sheldon took over the role of Chairman, replacing Linda Sawyer.[10] In April, Deutsch launched Great Machine, an artificial intelligence practice blending creativity with technology.[13]

In the Fall of 2019, Mike Sheldon stepped down as Chairman of the agency, and Kim Getty took over as CEO of the Deutsch LA office, while Deutsch New York CEO Val DiFebo continued to serve in the same role with the same title. Getty and DiFebo began reporting directly to IPG COO Philippe Krakowsky.[14]

In October 2020, Deutsch Inc. split into two separate corporate entities and began doing business as Deutsch LA and Deutsch NY.[4]

Original logo for Deutsch Inc.

2020-present (as Deutsch NY)

Deutsch NY's notable clients included AB InBev, Microsoft, PNC Bank and Reebok.[15][16][17]

The agency has invested in building up its data and technology services, including a recent focus on artificial intelligence, as well as media capabilities. It also focuses on remote content production, due to the COVID outbreak.[4]

Notable campaigns

In 30 March 1994, Furniture retailer IKEA aired a Deutsch-produced ad, titled Dining Room, that was considered the first mainstream depiction of identifiable, gay characters.[18][19]

In 2013 Deutsch created a live, three-day, Twitter adaptation and broadcast of TNT’s 1940s crime drama, “Mob City,” incorporating new ideas for digital storytelling and generating online advocacy.[20]

In 2015, Deutsch executed “Art Heist for Good” for pro bono client water is Life. The campaign involved taking art from Kibera, one of the most violent slums in Kenya, auctioning to the highest bidder,[21][22] and using the proceeds to fund clean-water and sanitation systems in the region.[23]

In 2016, Deutsch created an award-winning campaign billed as "The First Ever Pinterest Yard Sale" for paint manufacturer Sherwin-Williams’ Krylon brand.[24]

Awards

Deutsch was named AdAge's Agency of the year in 2003, and AdWeek's agency of the year in 1999, 2001 and 2002.[25][26][27][28]

The agency has also won creative awards including Effies,[29] Clios, Cannes Lions,[30] Addys (now American Advertising Awards), and Webby’s.[31]

References

  1. 1 2 3 4 O'Leary, Noreen. Agency Founder David Deutsch Dies at 84.Ad Age, June 13, 2013.
  2. ↑ Garrett, Jade. Interpublic set to buy out Deutsch.The Guardian, December 1, 2000.
  3. ↑ Elliott, Stuart. A long courtship ends as Deutsch, the last of the big independents, says yes to Interpublic. The New York Times, December 1, 2000.
  4. 1 2 3 "Deutsch Splits New York and Los Angeles Offices Into Separate Agencies". Adweek. October 29, 2020. Retrieved June 14, 2021.
  5. 1 2 3 "THE MEDIA BUSINESS: ADVERTISING; Proud Father Sets Change At Deutsch". NY Times. July 7, 1989. Retrieved June 14, 2021.
  6. 1 2 "Q&A: Deutsch's Kim Getty on Los Angeles' Growth, Creative Community and Earthquakes". Adweek. October 9, 2016. Retrieved June 14, 2021.
  7. ↑ "Integrated Agency of the Year: iDeutsch". Adweek. February 3, 2003. Retrieved June 14, 2021.
  8. ↑ "Advertising Age - 2007 Agency Profiles Yearbook". Adweek. April 30, 2007. Retrieved June 14, 2021.
  9. ↑ "THE MEDIA BUSINESS: ADVERTISING; Deutsch hopes to reach young consumers better by forming a venture with Rush Communications". NY Times. November 19, 1999. Retrieved June 14, 2021.
  10. 1 2 3 "Deutsch Chairman and Former CEO Linda Sawyer to Depart Agency". AdAge. September 15, 2016. Retrieved June 14, 2021.
  11. ↑ "The Story Behind the Lowe/Deutsch Merger". AdAge. October 19, 2009. Retrieved June 14, 2021.
  12. ↑ "Mullen Will Merge With Lowe and Partners to Become Mullen Lowe Group". Adweek. May 8, 2015. Retrieved June 14, 2021.
  13. ↑ Johnson, Lauren. ADWEEK, April 10, 2017.
  14. ↑ "Deutsch North America CEO Mike Sheldon Is Leaving the Agency After 22 Years". Adweek. October 2, 2019. Retrieved June 14, 2021.
  15. ↑ "Check Out The Gigantic Office Of Ad Agency Deutsch New York". Campaign. January 23, 2012. Retrieved June 15, 2021.
  16. ↑ "Reebok Picks Deutsch as Global Creative Agency of Record to Build Its Fitness Brand". Adweek. February 6, 2019. Retrieved June 14, 2021.
  17. ↑ "AB InBev Picks Deutsch as Lead Creative Agency for Busch, Busch Light". Adweek. August 23, 2016. Retrieved June 15, 2021.
  18. ↑ Horovitz, Bruce. TV Commercial Featuring Gay Couple Creates a Madison Avenue Uproar. Los Angeles Times, April 5, 1994.
  19. ↑ "IKEA - Dining Room Table". YouTube. Archived from the original on December 21, 2021.
  20. ↑ "'Mob City' Uses Twitter to Build Suspense for a Premiere". The NY Times. December 1, 2013. Retrieved June 14, 2021.
  21. ↑ Solomon, Dan. Fast Company Co.Create, November 4, 2015.
  22. ↑ Goldberg, Eleanor. The Huffington Post, November 12, 2015.
  23. ↑ Gianatasio, David. AdWeek, November 4, 2015.
  24. ↑ "REI's #OptOutside takes Titanium Grand Prix at Cannes 2016". Campaign Live. June 25, 2016. Retrieved June 15, 2021.
  25. ↑ Sanders, Lisa. Deutsch Named Ad Age Agency of the Year. Ad Age, January 13, 2003.
  26. ↑ Sampey, Kathleen. U.S. Agency of The Year 2001. ADWEEK, January 14, 2002.
  27. ↑ McMains, Andrew. Agencies Of The Year: U.S. Winner 1999 – Deutsch. ADWEEK, January 24, 2000.
  28. ↑ Nudd, Tim. U.S. Agency of the Year 2002: Deutsch & Co. – Catch Me If You Can. ADWEEK, January 13, 2003.
  29. ↑ 2013 Effie Awards List. Effie Award.
  30. ↑ Nudd, Tim. Three Campaigns Each Win a Cyber Grand Prix. ADWEEK, June 18, 2014.
  31. ↑ 17th Annual WEBBY Winners: 2013.
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