Deutsch NY facts for kids
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| Advertising agency | |
| Industry | Advertising, marketing, public relations |
| Fate | Renamed as DNY (2024) |
| Predecessor | David Deutsch Associates, Inc. (1969-89) Deutsch Inc. (1989-2020) |
| Founded | New York City, NY (1969) |
| Founder | David Deutsch |
| Headquarters |
New York (Headquarters)
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USA
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Key people
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Chris Foster, CEO |
| Parent | Attivo |
DNY, which used to be called Deutsch NY, is an American advertising agency. Its main office is in New York City. An advertising agency helps businesses create ads to sell their products or services.
The agency was started by David Deutsch in 1969. Back then, it was called David Deutsch Associates, Inc. In 1989, David's son, Donny Deutsch, took over. The company's name then changed to Deutsch Inc.
In November 2000, a big company called Interpublic Group of Companies bought Deutsch Inc. Later, in October 2020, Deutsch Inc. split into two separate parts: Deutsch NY and Deutsch LA.
In January 2024, Interpublic sold Deutsch NY to another company called Attivo. After this sale, Deutsch NY changed its name to DNY. Deutsch LA was not part of this sale and is still owned by Interpublic.
Contents
History of DNY
How it Started (1969-2019)
The company that became DNY was founded in 1969 by David Deutsch. It was first named David Deutsch Associates, Inc. David Deutsch used to be a creative director at another famous ad agency, Ogilvy & Mather. His agency became well-known for making ads that appeared in newspapers and magazines.
In 1983, David's son, Donny, joined the company. This was a big change! The agency started to do more than just print ads. It began to create ads for many different platforms, including digital ones.
By July 1989, Donny Deutsch was in charge. The agency shortened its name to Deutsch. At this time, they started focusing more on making ads for television.
In 1995, Deutsch opened a new office in Los Angeles. This helped them reach more clients.
The company kept growing. In 1996, they launched two new parts: iDeutsch, which focused on interactive ads, and directDeutsch, for direct marketing.
In 1999, Deutsch teamed up with hip-hop businessman Russell Simmons. They created a joint company called dRush. This new company focused on marketing to young people.
Linda Sawyer became the CEO of Deutsch in 2006. A CEO is the chief executive officer, the top boss of a company.
In October 2009, Val DiFebo became the CEO of Deutsch NY. She had been with the agency since 1992. Also in October 2009, Deutsch joined with another agency called Lowe & Partners. They became a big hub for advertising in North America. Linda Sawyer was the CEO of this combined group.
In 2015, Donny Deutsch stepped down from his role as Chairman. Linda Sawyer took over as Chairman. Also in 2015, Kim Getty became the president of Deutsch LA. She had joined the agency in 2003. In May 2015, Lowe & Partners merged with Mullen Advertising to form a new group called MullenLowe.
In January 2017, Mike Sheldon became the Chairman of Deutsch's North America operations. He replaced Linda Sawyer. In April, Deutsch started a new group called Great Machine. This group combined creative ideas with artificial intelligence (AI) technology.
In the Fall of 2019, Mike Sheldon left his role as Chairman. Kim Getty became the CEO of the Deutsch LA office. Val DiFebo continued as CEO of Deutsch New York. Both Getty and DiFebo reported directly to Philippe Krakowsky, who was a top leader at Interpublic.
In October 2020, Deutsch Inc. officially split into two separate companies. They started operating as Deutsch LA and Deutsch NY.
DNY Today (2020-present)
DNY has worked with many well-known companies. Some of their important clients have included AB InBev, Microsoft, PNC Bank, and Reebok.
The agency has put a lot of effort into improving its data and technology services. They have been focusing on using artificial intelligence (AI) in their work. They also focus on making content remotely, which means creating ads from different locations, especially since the COVID outbreak.
In January 2024, DNY was sold to Attivo. In June 2025, Chris Foster was named the new CEO of DNY.
Cool Campaigns
An advertising campaign is a series of ads and marketing efforts designed to achieve a specific goal. DNY has created some memorable campaigns:
- In March 1994, the furniture store IKEA showed an ad made by Deutsch called Dining Room. This ad was special because it was one of the first mainstream TV ads to show openly gay characters.
- In 2013, Deutsch created a unique project for TNT's crime show, “Mob City.” They made a live, three-day story on Twitter that was based on the show. This was a new way to tell stories using digital tools and got people talking online.
- In 2015, Deutsch did something amazing for a charity called Water is Life. They created a campaign called “Art Heist for Good.” They took art from Kibera, a very poor area in Kenya. They then sold this art to the highest bidder. All the money raised was used to build clean water and sanitation systems in that region.
- In 2016, Deutsch made an award-winning campaign for Sherwin-Williams’ Krylon paint brand. It was called "The First Ever Pinterest Yard Sale." This campaign used the social media site Pinterest in a creative way to sell paint.
Awards and Recognition
Deutsch has won many awards for its work:
- The magazine AdAge named Deutsch their "Agency of the Year" in 2003.
- AdWeek magazine also named Deutsch their "Agency of the Year" in 1999, 2001, and 2002.
- The agency has also won many creative awards. These include Effies, Clios, Cannes Lions, Addys (now called American Advertising Awards), and Webby’s. These awards celebrate the best and most creative ads and digital projects.
