Deutsch Names Chief Creative for New York Office

Peter Nicholson Was Formerly With JWT; Crafted Agency's JetBlue Work

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NEW YORK ( -- Deutsch today named Peter Nicholson as partner, chief creative officer of the agency's New York office. Mr. Nicholson replaces Kathy Delaney, who left in November as part of a management shakeup undertaken to reinvigorate the agency and sharpen its edge.
Peter Nicholson
Peter Nicholson

Most recently executive creative director at WPP Group's JWT, New York, Mr. Nicholson, 38, previously worked at Omnicom Group's Goodby Silverstein & Partners and Publicis Groupe's Publicis Worldwide.

JWT focus
One of the first hires made two years ago by JWT New York Co-president Ty Montague was to tap Mr. Nicholson to push Mr. Montague's agenda to rethink the traditional agency's approach to advertising and embrace new mediums and channels. As part of that push, Mr. Nicholson won acclaim for the agency's JetBlue campaign.

One of his stand-out pieces of work from earlier in his career was a spot for Adidas featuring five rabid Yankees fans, "Amsky," which slipped into popular culture, at least in New York.

Val DiFebo, president of the office, led the search to replace Ms. Delaney. "I was so turned on by who [Peter] is as a human being, the work he's done and the work he's able to inspire," said Ms. DiFebo today. "We loved knowing that he's worked on everything from [JWT's] JetBlue campaign to Adidas and BMW. His whole reel was amazing. And when I met him, the chemistry was amazing."

'Preeminent New York agency'
Explaining his reasons for jumping to Deutsch, Mr. Nicholson said, "When I was on the West Coast, I saw Deutsch as the preeminent New York agency. When I came to New York, I admired its gusto and strong point of view. This is an opportunity to make it even stronger. Plus, being a creative, I'm always going to have a partner, and the chemistry [with Val] was great."

A spokeswoman for JWT New York had no comment on whether it plans to replace Mr. Nicholson.
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