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

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

. 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, 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.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'' (''NYT'') is an American daily newspaper based in New York City. ''The New York Times'' covers domestic, national, and international news, and publishes opinion pieces, investigative reports, and reviews. As one of ...

'', December 1, 2000. In October 2020, Deutsch Inc. separated into two separate entities: Deutsch NY and Deutsch LA. In January 2024, Interpublic sold Deutsch NY to Attivo. Deutsch LA was not part of the sale and remains part of Interpublic.

History

1969-2019 (as Deutsch Inc.)

In 1969, David Deutsch Associates, Inc., the predecessor of Deutsch Inc, was founded by

David Deutsch David Elieser Deutsch ( ; ; born 18 May 1953) is a British physicist at the University of Oxford, often described as the "father of quantum computing". He is a visiting professor in the Department of Atomic and Laser Physics at the Centre for ...

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 agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City a ...

. 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. He has p ...

' 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 the capability of computer, computational systems to perform tasks typically associated with human intelligence, such as learning, reasoning, problem-solving, perception, and decision-making. It is a field of re ...

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, known as AB InBev, is an American-Belgian Multinational corporation, multinational Drink industry, drink and brewing company, brewing company based in Leuven, Belgium. It is the largest brewer in the world, and in 20 ...

Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...

PNC Bank The PNC Financial Services Group, Inc. is an American bank holding company and financial services corporation based in Pittsburgh, Pennsylvania. Its banking subsidiary, PNC Bank, operates in 27 U.S. state, states and the District of Columbia, ...

and

Reebok Reebok International Limited ( ) is an American footwear and clothing brand 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 which had bee ...

. 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. In January 2024, Deutsch NY is sold to Attivo.

Notable campaigns

In 30 March 1994, Furniture retailer

IKEA IKEA ( , ) is a Multinational corporation, multinational conglomerate (company), conglomerate founded in Sweden that designs and sells , household goods, and various related services. IKEA is owned and operated by a series of not-for-profit an ...

aired a Deutsch-produced ad, titled ''

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

'', 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'' is an American Newspaper#Daily, daily newspaper that began publishing in Los Angeles, California, in 1881. Based in the Greater Los Angeles city of El Segundo, California, El Segundo since 2018, it is the List of new ...

, April 5, 1994. 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. In 2015, Deutsch executed “Art Heist for Good” for

pro bono ( English: 'for the public good'), usually shortened to , is a Latin phrase for professional work undertaken voluntarily and without payment. The term traditionally referred to provision of legal services by legal professionals for people who a ...

client water is Life. The campaign involved taking art from

Kibera Kibera (Kinubi language, Kinubi: ''Forest'' or ''Jungle'') is a division and neighbourhood of Nairobi, Kenya, from the city centre. Kibera is the largest slum in Nairobi, and also the largest urban slum in all of Africa. The 2009 Kenya Popul ...

, one of the most violent slums in

Kenya Kenya, officially the Republic of Kenya, is a country located in East Africa. With an estimated population of more than 52.4 million as of mid-2024, Kenya is the 27th-most-populous country in the world and the 7th most populous in Africa. ...

, auctioning to the highest bidder,Solomon, Dan

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

The Huffington Post ''HuffPost'' (''The Huffington Post'' until 2017, itself often abbreviated as ''HPo'') is an American progressive news website, with localized and international editions. The site offers news, satire, blogs, and original content, and covers p ...

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

AdWeek, 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 is an American paints and coatings company based in Cleveland, Ohio. It is primarily engaged in the manufacture, distribution, and sale of paints, coatings, floorcoverings, and related products with operations in over 120 coun ...

’ Krylon brand.

Awards

Deutsch was named

AdAge A proverb (from ) or an adage is a simple, traditional saying that expresses a perceived truth based on common sense or experience. Proverbs are often metaphorical and are an example of formulaic speech, formulaic language. A proverbial phrase ...

's Agency of the year in 2003, and AdWeek's agency of the year in 1999, 2001 and 2002.Sanders, Lisa
Deutsch Named Ad Age Agency of the Year.
d Age, January 13, 2003.Sampey, Kathleen
U.S. Agency of The Year 2001.
[ DWEEK, January 14, 2002.McMains, Andrew
Agencies Of The Year: U.S. Winner 1999 – Deutsch.
[ DWEEK, January 24, 2000.Nudd, Tim
U.S. Agency of the Year 2002: Deutsch & Co. – Catch Me If You Can.
[ DWEEK, January 13, 2003. The agency has also won creative awards including Effies,2013 Effie Awards List.
Effie Award. Clios, Cannes Lions">Clio Awards">Clios, Cannes Lions,Nudd, Tim
Three Campaigns Each Win a Cyber Grand Prix.
[ DWEEK, June 18, 2014. American_Advertising_Federation#ADDY_American_Advertising_Awards">Addys (now American Advertising Awards), and Webby’s.17th Annual WEBBY Winners: 2013.
/ref>

References

External links

* {{Interpublic 1969 establishments in New York City American companies established in 1969 Marketing companies established in 1969 2000 mergers and acquisitions Advertising agencies of the United States Companies based in New York City