Deutsch has won ad duties for The Oneida Group, marketer of dining and food preparation products. The award followed a formal review. The agency’s first work for the brand is expected to launch in Q2 of 2018.
Deutsch’s scope of work will include creative and media duties, as well as social strategy and activation for the Anchor Hocking brand.
In 2016, The Oneida Group hired former Procter and Gamble veteran Jeff Jarrett as its CMO to help elevate the brand’s product portfolios. Early in 2017, the company announced several new strategic initiatives, including a corporate rebranding.
“We were impressed by Deutsch’s approach to a re-energized strategy for our business,” said Jarrett. “The team’s segmentation work led to insights that will help us connect with our consumers in addressing their needs and desires for years to come with powerful creative work. We’re excited to be working with this agency again.”
The appointment rekindles a critical relationship from the agency’s past. In 1970, Oneida was the brand that helped founder David Deutsch establish the agency. As Deutsch’s first flagship client, the two companies worked together for more than 20 years.
The Oneida Group win is the latest in a string of new business wins for Deutsch in 2017, including 7-Eleven, Tile and DPSG’s Mott’s and Canada Dry brands.