Why brands are boomeranging back to Deutsch

Clients were so happy with Deustch in 2024 that they came back for more, some bringing other brands with them. After its parent Interpublic Group of Cos. sold its New York arm, Deutsch re-established its identity by dropping “LA” from its name and creating a new logo. The re-energized agency achieved double-digit revenue growth last year despite parting with retailer Lowe’s. That was achieved by the agency expanding its relationship with Yum Brands by reuniting with Pizza Hut (an account it held from 2014 to 2016), regaining boomerang client Behr (an account it held from 2019 to 2021), and adding Verizon’s value brands, including Straight Talk Wireless and TracFone Wireless. See all of Ad Age’s 2025 Agency A-List winners here Deutsch also helped fuel growth for longtime client Dr Pepper, which became the No. 2 soda in the U.S. The campaign “It’s A Pepper Thing” showed unlikely pairs—the goth and the band geek, the skateboarder and the electric scooter rider—bonding over their love of Dr Pepper. On social media, Deutsch helped launch a limited-time Dr Pepper Creamy Coconut flavor and continued the brand’s “Fansville” campaign that runs during football season. Pizza Hut turned to Deutsch for the launch of its tavern-style pizza. Its “Sorry, Chicago” campaign revealed the city’s true favorite pizza: thin-crust tavern-style, not the touristy deep-dish. The campaign featured Chicagoans who were “angry” at Pizza Hut, as well as influencer help from @DudeWithSign and a full-page apology printed in the Chicago Tribune. For Adobe, the agency leaned on the industry buzz around AI content generation, becoming beta testers for Adobe’s new AI offerings to show how they could be used by everyday consumers to create everything from personalized matchboxes to their own sewing patterns. @adobe Commit to the aesthetic with #AdobeIllustrator's Text to Vector Graphic. #AdobeFirefly ♬ original sound - Adobe Deutsch also worked to drive Walmart+ sign-ups among parents by working with celebs Paris Hilton, Tia Mowry and Kat Stickler to answer motherhood questions from TikTok. The agency wrote, shot, edited and posted 54 response videos in two days. @realwhitneycummings Replying to @viv A solid for solids. #WalmartPartner ♬ original sound - WhitneyCummings See all of Ad Age’s 2025 Agency A-List winners here

Why brands are boomeranging back to Deutsch

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