2002 Rating: 4 stars
Now in its fourth year as part of Interpublic Group of Cos., Deutsch continues as one of the holding company's strongest agencies, as illustrated by Interpublic tapping the shop for an ultimately successful early 2003 effort to retain Bank of America.
In November, Deutsch won an all-Interpublic shoot-out for several Johnson & Johnson brands formerly at Publicis Groupe's Saatchi & Saatchi. Deutsch, New York, won Tylenol and St. Joseph aspirin. Deutsch also picked up work for Carlson Restaurants Worldwide's T.G.I. Friday's from Interpublic sibling McCann-Erickson Worldwide, and won Monster Worldwide. Its DirecTV work has been lauded.
After winning Advertising Age's Agency of the Year in 2002, Deutsch kept a high profile due to its leadership as well as its work. When parting with Pfizer over compensation matters, Deutsch took issue with the company's request for certain salary data. In addition to Pfizer, other losses included Burger King Corp. and project work for J.P. Morgan Chase & Co. and some Tommy Hilfiger creative work.
Among the biggest questions facing the agency is whether financially troubled and arguably most-coveted client Mitsubishi Motors North America will call a review. And will debt-laden Revlon, which in 2003 upped ad spending, pare back? No doubt Chairman-CEO Donny Deutsch will remain as industry icon through frequent TV appearances thanks to an MSNBC deal inked in 2002.