He expressed confidence that the business would continue to grow. He even talked about the possibility of using his in-house production facilities to produce television programming, including a real-life Seinfeld set in a diner located in the neighborhood.
Although nothing came of these plans, Deutsch's predilection for reality-based television proved to be well ahead of the curve. Deutsch did break new ground in when one of its Ikea ads featured two gay men, the first time a major television commercial broached the subject of homosexuality.
As Deutsch predicted, the business continued to grow despite the loss of Dworin. In Deutsch Inc. The company also opened a southern California office in Santa Monica, territory that many New York agencies had tried to crack but failed. What Deutsch did not have was an automotive client, which in many respects was the ultimate proof than an ad agency had become a major player. Deutsch was one of a handful of agencies included in the final review process for VW, which had suffered through 15 lackluster years.
Deutsch was confident about its presentation but in the end was not hired. The decision was a bitter pill to swallow for both Donny Deutsch and his team. In the next couple of years the agency would pitch but fail to win the accounts for Mazda and Acura. Deutsch even created a direct marketing unit in order to bolster its chances. Despite being frustrated with landing an automaker, Deutsch continued to grow rapidly.
To reward his seven top executives, Deutsch gave out equity stakes in the agency, although he still retained approximately 85 percent. In the agency opened a Chicago office to service area clients. It also moved into new Manhattan offices in order to accommodate its growing staff. Deutsch's earlier, unfavorable reference to Mitsubishi in one of its ads was now all but forgotten.
First the agency won the contract to represent the 41 regional dealer associations, followed by the campaign to introduce the redesigned Galant sedan. Finally, it consolidated the entire account. It was a special moment for Donny Deutsch, one he compared to a sports team that finally won a championship.
Nevertheless, he still had his share of critics, whose motives he was more willing than ever to attribute to simple envy. To cap the run of success, Deutsch was honored as the agency of the year by both Adweek and Advertising Age. Mitsubishi, in the meantime, enjoyed a 37 percent surge in sales, a large part of which its management attributed to Deutsch's ad campaign.
The agency opened a Boston office, headed by two area executives it lured away from New England's largest ad agency, Arnold Communications. Deutsch also formed a joint venture agency with Rush Communications, controlled by Russell Simmons who ran a number of businesses that catered to urban youth, including Def Jam Recordings and Phat Farm Fashions.
The new agency, called dRush, looked to design campaigns for young consumers between the ages of eight and Donny Deutsch was also traveling to London to actively pursue the possibility of opening an office there. In addition, he was talking about opening other branches in Asia and South America.
Deutsch was now the largest U. Clearly Donny Deutsch was looking to expand globally to keep pace with major clients such as Mitsubishi, but the resources required were massive. Although he did not gain a seat on Interpublic's board, he remained CEO at Deutsch and was essentially granted autonomy.
But it's the natural next step, next challenge, next level for us. As Deutsch began its new existence in , only time would tell how the agency that prided itself on being a maverick would react to a corporate parent looking over its shoulder. Avrett Free Ginsberg. Big Family Table. Black Glass Consulting. Campbell Ewald. Carmichael Lynch. Carmichael Lynch Relate. Did you know that IPG has offices in more than countries worldwide?
Chute Gerdeman. Current Global. Deutsch LA. Deutsch NY. DeVries Global. FCB Health Network. Did you know that IPG outperformed the industry? Hill Holliday. Hill Holliday Health. ID Media. IPG Commerce. IPG Health. IPG Media Lab. ITB Worldwide. IW Group. Jack Morton. KRC Research. In addition, we decouple electricity demand and climate-impacting emissions by focusing on electricity from renewable energies. We promote media literacy with a wide range of projects and initiatives, thus enabling children, young people, and adults of all ages to deal competently and safely with new technologies.
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