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,
Deutsch was founded as a print company in 1969 by David Deutsch. His
son, Donny, took over the running of the company in 1989.