Pandora has named Interpublic's Deutsch its new creative agency.
Deutsch's Los Angeles office will handle the account. Interpublic's TwofifteenMcCann previously handled Pandora's work, and it was believed the shop did not participate in the internally led review. It wasn't immediately known what other shops were in the pitch.
Deutsch, which will handle creative as well as digital, will work on Pandora's brand positioning and marketing strategy as the service launches products to a new generation of users, said a press release. DigitasLBi was named Pandora's media agency last July.
The move comes as Pandora's first chief marketing officer, Simon Fleming-Wood, said in early April that he was leaving the company. That move came after the company said founder Tim Westergren would become CEO, replacing Brian McAndrews, who arrived in 2013.
Those shifts come amid increased competition from the likes of Spotify, iHeartRadio and Apple Music (the last of which, according to reports, will be reconfiguring its service, supported by a marketing blitz in the coming months). Marketing competition between Pandora and rival Spotify alone has been heating up recently, as both have launched campaigns since March. Pandora's marketing is now being overseen by Melissa Waters.
New Pandora work from Deutsch could launch as soon as this summer.
"Deutsch truly understands Pandora and has deep ties to the music industry, which will help propel us forward," said Ms. Waters, VP-brand & product marketing at Pandora, in a statement. "As we execute our strategy and launch new products in the marketplace, we need a partner with strong digital-first thinking and a category disruption mindset. Deutsch clearly demonstrates a world-class understanding of the millennial mindset and how to articulate a compelling brand position in a competitive category."
"The music world is being redefined and Pandora is at the forefront of the game," said Kim Getty, president of Deutsch's Los Angeles office, in the statement. "We're thrilled to be their business partner and help take the brand to the next level, especially as Pandora launches new products that connect artists and listeners in a true and pure way."