• by David Kaplan , November 29, 2004

Little more than a week after it launched an entertainment marketing company, Interpublic Group's Deutsch is now unveiling another business addition: Yellow Fin Premedia, a new operating unit providing print and integrated graphics production services for Deutsch clients.

The decision to open up another shop under Deutsch's ever-widening umbrella was made to increase efficiency and optimize workflow management, a Deutsch representative said.

Yellow Fin Premedia will be headed by Robb DeFilippis, senior vice president, director of print services at Deutsch. The clients that will avail themselves of the new unit include Revlon, Tylenol, Novartis, Monster, Starwood, and Tommy Hilfiger.

Last week, deutschMedia announced it had reached a deal with consultant iTVX to start an entertainment marketing company called Media Bridge Entertainment. Deutsch has always trumpeted its "integrated" vision, although that philosophy seems to have been loosened, at least with these two new stand-alone services. Some industry observers say that Deutsch's moves, on the face of it at least, make some sense.

"The more you can get a handle on costs associated with the business and reel in the other functions that agencies are increasingly more responsible for, the better your position as an agency," said Arthur Anderson, principal, with the consulting firm Morgan Anderson.