Deutsch to establish full-service London agency

Deutsch, the US independent, is setting up a full-service agency in London as the first step in a major international expansion plan.

Deutsch, the US independent, is setting up a full-service agency in

London as the first step in a major international expansion plan.



Deutsch, one the largest independent full-service shops in the US, is

not bringing any business from the States but will focus on attracting

local clients. In the long term, the agency plans to open offices in

Asia and South America, as well as boosting its US offering with an

office in Miami later this year.



Deutsch is keen to recruit talent from within the UK to staff the new

agency and is looking for a general manager, creative director and head

of planning. Donny Deutsch, chairman and chief executive of Deutsch,

said: ’We will put together the smartest and most talented people in the

UK. Our main goal is to pitch and win new business.’



The agency won the US relaunch campaign for the Encyclopaedia Britannica

last month and is understood to be pitching for the UK task against

three other shops.



Deutsch, which is based in New York, had billings of dollars 785.4

million last year, making it the 38th-biggest agency in the US.



It has succeeded in establishing a strong presence on the West Coast

with an office in Los Angeles, and it also has a Chicago operation.



Last year, Deutsch won Mitsubishi’s entire account, worth an estimated

dollars 320 million. The agency is credited with redefining the

car-maker’s brand image through the edgy ’wake up and drive’ campaign.

Other clients include Ikea North America and the ice-cream retailer,

Baskin-Robbins.



Deutsch was founded as a print company in 1969 by David Deutsch. His

son, Donny, took over the running of the company in 1989.



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