We’ve received word from sources familiar with the matter that Deutsch New York has cut approximately five percent of staff across departments, which equates to approximately 20-25 people from what we hear. As you recall, Microsoft is now changing its marketing model to work with agencies on a project basis (Deutsch NY, as we told you, is still in the mix) so our sources say Deutsch had to reshape its model to accommodate MSFT’s move. Along with the aforementioned, we also hear from those in the know that several Lowe legacy clients have been folded into the new Lowe Campbell Ewald NY office, which has also reviewed its staffing needs and decided that a number of people will not join them, hence the reductions.
Lordy, we’ve been inundated with tips that Deutsch has lost Microsoft, copy so blaring that it makes us want to revisit Newsies. But anyhow, here’s what we’ve heard so far that might clarify things, though we feel this isn’t as much revelation as it is realization. Remember, this is what our sources familiar with the matter tell us, and what they say is that the Redmond, WA giant has altered its marketing model to a project assignment basis, utilizing all their roster agencies, which still does include Deutsch as part of a Consumer Business a few months ago courtesy of MSFT EVP/advertising and strategy Mark Penn.
From what our sources tell us, the current campaign running for the table (we’re assuming for Surface) was created by L.A.-based shop Omelet and CP&B remains a roster agency for consumer biz. Along with Deutsch, fellow AOR Y&R will be producing the next b-to-b campaign and moving forward, all of of MSFTs roster agencies will be assigned work on a project by project basis. Phew.
Deutsch NY and TNT are using Mob City‘s Twitter handle, @MobCityTNT, to debut the screenplay of the series’ premiere, 140 characters at a time. This will make Mob City, “the first television screenplay ever to be adapted for, and published through, Twitter.” They’ve dubbed the process “adaptweetion.”
The first tweets of the Mob City screenplay were made on Monday, with new tweets appearing every 45 minutes between 10 AM and 7 PM (and later tonight). They’ve also taken advantage of Twitter Cards to inject photo and video footage into the stream. Those late to the game can also catch up by visiting the microsite for the script, where it is presented in chronological order. This all leads to the debut of Frank Darabont‘s three week television event this tonight at 9. Deutsch NY and TNT will make their last tweet tonight at 8:30, but they’re not giving everything away. To experience the final scene, you’ll have to turn in to TNT tonight at 9 and catch the episode. The cast and crew of the show — including @frankdarabont, @
Tweeting (almost) the entire screenplay of a debut episode is a risky move, but it’s a good way to get people talking about the show before it even airs.“Today, fans are tweeting in real time with their favorite shows, and we wanted to stoke preshow chatter by providing fans with an experience that will invite them in before the show even airs,” explains Kerry Keenan, Deutsch NY’s chief creative officer.
Clearly, TNT is betting that the writing will suck you in and make you want to watch Mob City tonight. Leaving out the final scene is an obvious necessity, as some might wonder why they’d tune in to see a premiere when they know how it ends. I’m curious to see how this plays out, and what kind of effect this social campaign has on Mob City‘s ratings tonight, if any. Head on over to mobscript.com and @MobCityTNT, and let us know your thoughts on this campaign in the comments section. And tune in to TNT tonight at 9 for the show, if you’re interested. Credits after the jump. Read more
Lorraine Bracco (she of The Sopranos and Goodfellas fame, of course) lends her familiar voice to Deutsch LA’s new holiday spot for Netflix, and predictably, makes the ad work.
In the spot, “Tree Topper,” Bracco voices the part of the smiling porcelain tree topper that has been part of the McDermott family for 34 years. Through the tree topper we see the wild antics of the McDermott boys, as well as Christmas cooking failures and Uncle Luther’s fake snow. Despite the occasional difficulties living with the McDermott family, Bracco’s tree topper enjoys when the family curls up to enjoy watching something on Netflix.
It’s not the most original of concepts, but Bracco makes it work. Her voice is not only recognizable, but dramatic and expressive. This helps make the idea of a sentient tree topper seem less ridiculous, and even imbues the character with emotion and personality. It helps make the spot not seem overly sentimental, and her delivery of the spots’ final line really brings out just the right amount of curmudgeon from Bracco’s character. While celebrity voice acting is so often an afterthought used as an easy cash-in, Deutsch LA hits the mark by casting Bracco for “Tree Topper.” Hopefully other agencies are taking notes. Credits after the jump. Read more
With Thanksgiving over (and Hanukkah currently underway), the 2013 winter holiday season is upon us, and with it comes Deutsch NY’s annual Christmas Price Index for PNC. In case you don’t know, the Christmas Price Index shows the actual cost of all the gifts mentioned in the ubiquitous (and somewhat annoying) carol, “The Twelve Days of Christmas.”
For the Christmas Price Index’s 30th anniversary this year, Deutsch NY decided to offer up something a little different. Visitors to the PNC Christmas Price Index website will be given the opportunity to digitally build and customize their own versions of the gifts from the carol. The 3-D Gift Maker features twelve toys with customizable accessories, all designed by Invisible Creature. Visitors to the site will be given the opportunity to win “24 3-D custom designed toys over the course of 12 days.” If this sounds exciting to you, you better get started, as the contest only lasts until December 13th.
As for the actual index itself, 2013 shows a 7.7% increase from last year, with the current cost of Christmas listed as $27,393.17. That would be the cost of one verse of the song, but since the song has many repetitions the “True Cost of Christmas” (counting each repetition) comes out to $114,651.18. There’s good news for fans of partridges and/or pear trees, however: the cost of a partridge in a pear tree is now $199.99, down 2.4% from last year. So buy now. It’s not a good year to be in the market for nine ladies dancing however, as the current cost is $7552.84, up a full 20% from last year. That cash in your pocket just doesn’t buy as many pipers piping as it used to. Check out a couple of stills, along with credits,after the jump. Read more
Sources familiar with the matter confirm that Bud Caddell, who has spent the last two-plus years at Deutsch LA, where he initially joined at was dubbed at the time an “invention strategist,” has parted ways with the agency. We’ve been told by sources in the know that the split was amicable and has landed “a nice new gig.” No word yet on where he headed to, but Caddell joined Deutsch after helping launch social venture Common with Alex Bogusky and Rob Schuham. During his career, Caddell also spent time as a strategy director at Victors & Spoils and served for a while as a senior strategist at New York digital firm, Undercurrent. From what we hear, Caddell has headed back to Undercurrent, though in its Los Angeles office.
We’ve been getting tips all morning and now have confirmation that Deutsch partner/CCO Greg DiNoto is no longer with the agency. Taking over his position is Kerry Keenan, whom Deutsch is hiring away from her own agency, Half Irish, which she co-founded earlier this year after leaving the global ECD role at Y&R. Here’s a note from Deutsch on the switch:
Deutsch New York CEO Val DiFebo announced today that Kerry Keenan has been hired as CCO/Partner. “Kerry is a live wire: she is a source of inspiration, sharp and passionate about this business and has an adventurist spirit. We believe Kerry will be a strong addition to the team,” noted DiFebo. Here’s more of the note:
Keenan has built a reputation for creating innovative work that crosses and combines all mediums and connects with consumers. During her career she has specialized in creating and producing high profile branded content, including: producing Y’all vs Us: Head to Head, a docu-drama series distributed nationally by Fox Sports Net for Cellular South, staging a major mock protest for client Ikea that went viral, creating an invisible pop up store for Airwalk, and developing a series of shorts for MTV2 called Maturity is Overrated. Her work on numerous blue chip businesses have earned quite a bit of attention and hardware including: Gold Cannes Lions, D&AD Pencils, Gold Andy¹s, Gold One Show Pencils, Webby’s, AICP Best of Show and others.
“I have always admired Deutsch’s distinct and entrepreneurial culture. I have a tremendous amount of respect for Val who has been able to do what few others have keep all agency offerings under one roof, allowing one team to solve problems together and generate the best ideas together,” said Keenan. “The partners are a group of smart, fun, and super passionate people who genuinely like each other and will roll up their sleeves and push each other to make the work great. I can’t wait to be a part of it.”
“Kerry has a fresh, collaborative grass roots approach to unearthing big, high profile creative ideas,” said DiFebo. “A highly regarded and respected creative, Kerry has what it takes to create a groundswell of growth and brand building work for our clients.”
Keenan takes over the CCO position from Greg DiNoto. “Greg has been a great contributor in both tours of duty at Deutsch and we fully support and wish
him great success in his next chapter,” said DiFebo. Keenan will join the agency on September 30th.
No word yet on where DiNoto’s heading, but we’ll let you know when we find out.
Sources familiar with the matter confirm that Ryan Kitagawa, who has worked on accounts including HTC and has spent two-plus years at Deutsch LA, is leaving said agency. No official word on where he’s headed to next but we’ve been told that Kitagawa is heading to Saatchi & Saatchi to serve as an executive producer on the digital side . On another note, we’ve received word that Nathan Pitzel has been promoted to VP/ executive integrated producer at Deutsch L.A. We’ll keep you posted on further notice, but from what we’ve heard, Pitzel is being promoted to VP, executive integrated producer.
Here’s what we got from a seemingly deleted Facebook status update from David Kim, who joined Deutsch LA as a group creative director merely 10 months ago. From what we’ve been told, this is what Kim posted: “LA’s in my blood but SF’s got my heart. #farewellDLA #lookingforaplacetoliveinSF.” Kim joined Deutsch LA as group digital creative director last year on Volkswagen, essentially taking over for Jerome Austria after spending a few years working at Venables Bell & Partners, helping the Bay Area agency launch Google Fiber and Intel’s “The Chase” in the process.
From what sources tell us, Kim and family just missed the San Francisco area hence the departure, which we hear was amicable. During his career, Kim also served as an interactive CD at Publicis Seattle on T-Mobile and served as a designer at TBWA\ unit \Tequila. No word yet on his next move, but we’ll keep you posted.
No official word from the Deutsch LA camp as of yet, but a phone call to the agency tells us that Victoria Guenier is no longer at the IPG-owned operation where she’s spent nearly a decade. For the last four years, Guenier served as SVP/director of broadcast/content production at Deutsch LA, which last December helped fund her feature film effort, Between Us, via the agency’s Side Project Project initiative. As for her day job, Guenier worked on several campaigns for the likes of Volkswagen (including this), Playstation, Dr. Pepper and Taco Bell (including this). No word yet on reasons for her departure, but those on the Spy line allege that VW budget issues may have had something to do with it.
Prior to her lengthy stint at Deutsch LA, Guenier spent a few years on the production side at Ogilvy.