• by Fern Siegel , 7 hours ago

Deutsch has a new account: leading global paid media strategy, planning and buying for Rippling, the AI-native workforce management platform. Convergence estimates digital media spend at $15 million.

The platform unifies HR, IT, finance and payroll into a single data layer.

In the agency's new role, Deutsch will also handle custom audience strategy and ongoing analytics, while partnering with Rippling on integrated campaigns.

“We chose Deutsch because we need a partner who matches our ambition: to build a global enterprise brand around a platform redefining how businesses manage their workforce in the AI era,” said Neel Murthy, vice president of growth marketing at Rippling. “Deutsch will help us effectively bring that story to market with the clarity, creativity and distribution that this next phase demands.”

First work is also underway for a new national video campaign across linear, connected TV and major sports programming. Key global markets targeted include the U.K., Ireland and Singapore.

Lauren Tetuan, chief media officer at Deutsch, said Ripply wants to “reshape how businesses operate. We are joining at a pivotal moment in the company's trajectory. Our job is to help accelerate that momentum, build an enduring brand and challenge the conventions of the category along the way.”

Deutsch's brand work also includes Taco Bell, Dr Pepper, Snapple and Turo.