Deutsch NY, formerly Deutsch Inc. is an American ad agency headquartered in

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

. The agency was founded by David Deutsch in 1969 as David Deutsch Associates, Inc.O'Leary, Noreen
Agency Founder David Deutsch Dies at 84.

d Age D, or d, is the fourth letter in the Latin alphabet, used in the modern English alphabet, the alphabets of other western European languages and others worldwide. Its name in English is ''dee'' (pronounced ), plural ''dees''. History The ...

, June 13, 2013. In 1989, the company name changed to Deutsch Inc. when Deutsch's son,

Donny Deutsch Donald Jay Deutsch (born November 22, 1957) is an American branding and marketing professional, television personality, and former Chairman of advertising firm Deutsch Inc. He joined his father's advertising firm, David Deutsch Associates, in 19 ...

, took over the agency. In November 2000, the agency was sold to

Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a ...

.Garrett, Jade
Interpublic set to buy out Deutsch.
he Guardian, December 1, 2000.Elliott, Stuart
A long courtship ends as Deutsch, the last of the big independents, says yes to Interpublic.
''

The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...

'', December 1, 2000. In October 2020, Deutsch Inc. separated into two separate entities: Deutsch NY and Deutsch LA. 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. Deutsch was a former creative director at the agency

Ogilvy & Mather Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based advertising agency, agency. In 1964, the firm became known as Ogilvy & Mather after merging wit ...

. The agency became known for its focus in print advertising. 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. In July 1989, the agency shortened its name to Deutsch, partly to reflect the assumption of control by the younger Deutsch. By then, the agency was focusing more of its efforts on television advertising. In 1995, Deutsch opened a Los Angeles office. In 1996, Deutsch launched two new divisions: iDeutsch, an interactive unit, and directDeutsch, a direct marketing unit. In 1999, the company announced dRush, a joint venture between Deutsch and hip-hop entrepreneur

Russell Simmons Russell Wendell Simmons (born October 4, 1957) is an American entrepreneur, writer and record executive. He co-founded the hip-hop label Def Jam Recordings, and created the clothing fashion lines Phat Farm, Argyleculture, and Tantris. Simmons ...

' Rush Communications, focusing on marketing to young consumers. In 2006, Linda Sawyer became Deutsch's CEO. 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. In 2015, Donny Deutsch stepped down as Chairman of the agency, and was replaced as Chairman by Deutsch CEO Linda Sawyer. Also in 2015, Kim Getty became president of Deutsch LA, after joining the agency in 2003. In May 2015, after six years as part of Deutsch, Lowe & Partners was merged with Mullen Advertising to form MullenLowe Group. In January 2017, Deutsch's CEO of North America Mike Sheldon took over the role of Chairman, replacing Linda Sawyer. In April, Deutsch launched Great Machine, an

artificial intelligence Artificial intelligence (AI) is intelligence—perceiving, synthesizing, and inferring information—demonstrated by machines, as opposed to intelligence displayed by animals and humans. Example tasks in which this is done include speech ...

practice blending creativity with technology.Johnson, Lauren

DWEEK, April 10, 2017. 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. In October 2020, Deutsch Inc. split into two separate corporate entities and began doing business as Deutsch LA and Deutsch NY. Deutsch Logo

2020-present (as Deutsch NY)

Deutsch NY's notable clients included

AB InBev Anheuser-Busch InBev SA/NV, commonly known as AB InBev, is an American-Belgian multinational drink and brewing company based in Leuven, Belgium. AB InBev has a global functional management office in New York City, and regional headquarters ...

Microsoft Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washi ...

PNC Bank The PNC Financial Services Group, Inc. (stylized as PNC) is an American bank holding company and financial services corporation based in Pittsburgh, Pennsylvania. Its banking subsidiary, PNC Bank, operates in 27 states and the District ...

and

Reebok Reebok International Limited () is an American fitness footwear and clothing manufacturer that is a part of Authentic Brands Group. It was established in England in 1958 as a companion company to J.W. Foster and Sons, a sporting goods company ...

. 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.

Notable campaigns

In 30 March 1994, Furniture retailer

IKEA IKEA (; ) is a Dutch multinational conglomerate based in the Netherlands that designs and sells , kitchen appliances, decoration, home accessories, and various other goods and home services. Started in 1943 by Ingvar Kamprad, IKEA has been ...

aired a Deutsch-produced ad, titled ''

Dining Room A dining room is a room for consuming food. In modern times it is usually adjacent to the kitchen for convenience in serving, although in medieval times it was often on an entirely different floor level. Historically the dining room is furnis ...

'', that was considered the first mainstream depiction of identifiable, gay characters.Horovitz, Bruce
TV Commercial Featuring Gay Couple Creates a Madison Avenue Uproar.

Los Angeles Times The ''Los Angeles Times'' (abbreviated as ''LA Times'') is a daily newspaper that started publishing in Los Angeles in 1881. Based in the LA-adjacent suburb of El Segundo since 2018, it is the sixth-largest newspaper by circulation in the ...

, April 5, 1994. In 2013 Deutsch created a live, three-day, Twitter adaptation and broadcast of TNT’s 1940’s crime drama, “ Mob City,” incorporating new ideas for digital storytelling and generating online advocacy. In 2015, Deutsch executed “Art Heist for Good” for

pro bono ( en, 'for the public good'), usually shortened to , is a Latin phrase for professional work undertaken voluntarily and without payment. In the United States, the term typically refers to provision of legal services by legal professionals for pe ...

client Water is Life. The campaign involved taking art from

Kibera Kibera (Kinubi: ''Forest'' or ''Jungle'') is a division of Nairobi Area, Kenya, and neighbourhood of the city of Nairobi, from the city centre. Kibera is the largest slum in Nairobi, and the largest urban slum in Africa.http://www.dominionp ...

, one of the most violent slums in

Kenya ) , national_anthem = " Ee Mungu Nguvu Yetu"() , image_map = , map_caption = , image_map2 = , capital = Nairobi , coordinates = , largest_city = Nairobi , ...

, auctioning to the highest bidder,Solomon, Dan

Fast Company (magazine), Fast Company Co.Create, November 4, 2015.Goldberg, Eleanor

The Huffington Post ''HuffPost'' (formerly ''The Huffington Post'' until 2017 and sometimes abbreviated ''HuffPo'') is an American progressive news website, with localized and international editions. The site offers news, satire, blogs, and original content, and ...

, November 12, 2015. and using the proceeds to fund clean-water and sanitation systems in the region.Gianatasio, David

AdWeek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...

, November 4, 2015. In 2016, Deutsch created an award-winning campaign billed as "The First Ever Pinterest Yard Sale" for paint manufacturer

Sherwin-Williams Sherwin-Williams Company is an American Cleveland, Ohio–based company in the paint and coating manufacturing industry. The company primarily engages in the manufacture, distribution, and sale of paints, coatings, floorcoverings, and related p ...

’ Krylon brand.

Awards

Deutsch was named

AdAge An adage (; Latin: adagium) is a memorable and usually philosophical aphorism that communicates an important truth derived from experience, custom, or both, and that many people consider true and credible because of its longeval tradition, i ...

's Agency of the year in 2003, and

's agency of the year in 1999, 2001 and 2002.Sanders, Lisa
Deutsch Named Ad Age Agency of the Year.
d_Age_ D,_or_d,_is_the_fourth_letter_in_the_Latin_alphabet,_used_in_the__modern_English_alphabet,_the_alphabets_of_other_western_European_languages_and_others_worldwide._Its_name_in_English_is__''dee''_(pronounced_),_plural_''dees''. _History The_...

History

1969-2019 (as Deutsch Inc.)

2020-present (as Deutsch NY)

Notable campaigns

Awards

References

External links