But the Deutsch split is not just about winning new business. Separating the two shops also allows each coast to invest in the areas in which they are most interested. Deutsch LA invested heavily in its production studio, Steelhead, and picked up a lot of film industry talent because of its location. And Deutsch New York has expertise in B2B, its own in-house media buying capability and a focus on data and analytics. Distinguishing the offices as two separate businesses also gives both the opportunity to be smaller, more nimble and invest in the areas they want to pursue.
While the split is just taking place now, the coastal offices have been operating independently since the late s. It was acquired by holding company Interpublic Group in In fact, the plans were laid in Q1 of this year, and put on pause once the pandemic hit. Igarashi will take on the role of president and CEO effective January 1, Tim Andree to become non-executive chairman.
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.
Ever wondered why Taco Bell has never served fries? 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! 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. Subscribe to Adbrands. Deutsch developed a notable style for its television commercials. Its in-your-face, sometimes insulting edge was not new, but Deutsch was relentless in its application.
One of its Tri-State Pontiac commercials gained a bit of notoriety, not unwanted, when it engaged in what was perceived as Japan bashing by referring to Rockefeller Center as "Mitsubishi Center" at a time when the Japanese economy was soaring and many Japanese companies were buying up Manhattan real estate.
Deutsch commercials also tried to be non-commercials by casting real people over actors. In addition, the agency became known for its wacky office culture, one that anticipated the environments of the Internet start-ups several years later.
Rock music blares from an office at one end of the hall. In another, several executives are singing theme songs from vintage television programs like The Patty Duke Show. People are running down the hall, shouting. One young man seems to be practicing a stand-up comedy routine, to which no one pays the slightest attention.
Deutsch himself was known for his jeans and cowboy boots and rarely wore a tie. The office layout was open, designed to foster creative exchange, another feature that predated Internet companies. Deutsch also hired a lot of young people who traveled the local club scene in order to keep abreast of rising trends.
Taken altogether, Deutsch was perceived as a hot, creative ad agency and Donny Deutsch, despite reaching his mids, remained something of an enfant terrible. Although a reputation for being particularly creative was generally a plus for Deutsch, which resulted in the agency landing the highly coveted business of Ikea and earning the Advertising Age Retail Marketing Campaign of the year , most corporate executives who decided on what agency to contract were wary about its reliability.
Donny Deutsch wanted to take his agency to another level; already he was talking about opening an office in Los Angeles. To alleviate concerns about the business, Deutsch in hired a seasoned executive, Steve Dworin, formerly a senior vice-president and director of account management at J.
Walter Thompson, as its new president. Although little known in the advertising world, Dworin was a solid veteran of the business. At the age of 24 Dworin became the youngest account supervisor Ogilvy ever produced. He went to work at J.
Walter Thompson in and by the age of 31 was responsible for a major share of the agency's business. He was regarded as an odds-on favorite to be named president of the New York office of the London-based agency, but the appointment never came. As early as Deutsch tried to hire Dworin, but it was not until , when Deutsch Inc.
Quickly the team of Deutsch and Dworin displayed what both men described as "magic. As Katharine Hepburn once said on the secret of the pairing of Fred Astaire and Ginger Rodgers, he gave her class and she gave him sex.
The affable, buttoned-down Mr. Dworin gave Mr. Deutsch a solid grounding in account management and the care and feeding of clients. And Mr. Deutsch, a voluble, loquacious man who is occasionally accused of over-enthusiastic self-promotion, gave Mr.
Dworin the creative spark to fire up his efforts to attract clients. In Donny Deutsch gained even more attention when Bill Clinton's presidential campaign selected him as one of a handful of advertising executives to help guide its advertising strategy.
After Clinton won, Donny Deutsch was accused of attempting to reap an undue share of the credit, a charge that fed into his reputation as brash and self-centered. Nevertheless, the association with a winner was good for the agency, which continued to gain momentum in
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