Deutsch Drops LA From Name, Champions Independent Spirit


It's official: Deutsch LA is now Deutsch.

The name indicates the agency's West Coast leadership is the sole steward for the brand. A new visual identity accompanies the name change.

“We are a company that has a history of reinventing itself because it’s just who we are. We are never satisfied. We started as an offshoot with a hunger to prove ourselves — and we’ve never stopped asking ‘Why not us?’"

“From being the first agency to pre-release a Super Bowl ad to crafting the first-to-market brand partnership with OpenAI, at Deutsch, we think like entrepreneurs and take immense pride in our legacy of firsts,” said Kim Getty, CEO of Deutsch.

The rebrand is a result of the agency's recent history. In 2020, Deutsch LA separated from Deutsch NY, which was later sold to Interpublic. In January, IPG sold Deutsch NY and Hill Holiday to the New Zealand-based Attivo Group. 

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The initial split allowed Deutsch LA to better define itself, pursue new clients and hire more staff.  And though it's dropped LA from its name, the agency says the spirit and optimism of the city remain a source of inspiration.

“The offering at Deutsch (LA) continues to evolve, and this new identity marks an important step in that journey. The agency is built on a strong culture, with the ambition and attitude of a boutique, and the rigor to match larger agency networks,” said Philippe Krakowsky, CEO of Interpublic Group.

In addition to the agency’s rebrand, Deutsch will also expand its entrepreneurial brand-building program, Blackness in Full Bloom, to include local Hispanic founders.

Deutsch's client work includes Taco Bell, Walmart, Dr Pepper, Nintendo and Snapple.

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