Deutsch LA rebrands to Deutsch

Deutsch LA has officially rebranded to Deutsch, marking a pivotal new era for the agency. 

In the words of the agency: "This isn’t just a name change— it's the pendulum swinging, signalling change on the horizon. With the centre of gravity shifting west, Deutsch’s long-time Los Angeles leaders now become the sole name bearers and stewards for the brand."

“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’. We don’t know what’s next but we’re ready for it. This rebrand positions us with future big swings in mind,” said Kim Getty, CEO of Deutsch.

Indie Spirit at Global Scale

Four years ago, Deutsch LA officially split from Deutsch NY to pursue its own path. The split affirmed the individuality of Deutsch LA and eventually led to Interpublic’s sale of Deutsch NY. These years have also galvanised for the advertising industry at large, wrestling with many mergers, acquisitions, consolidations, and divestitures while recovering from a global pandemic. Agencies are being pressure-tested, and their brands and legacies are being questioned. 

Having forged its own way, Deutsch’s Los Angeles shop used the separation and sale as an opportunity to double down on its own brand and has benefited greatly from independence, resulting in bold work, a string of new clients and growth in headcount (101 new hires this year with no signs of slowing).

“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. By combining creativity with a range of modern marketing capabilities, the Deutsch team is able to take the right kinds of creative risks and produce work that delivers results for its clients. Their reputation in the marketplace and strong performance in 2024 demonstrate the value we can create through distinctive agency brands,” said Philippe Krakowsky, Chief Executive Officer of Interpublic Group.

Investing in the L.A.nd of Reinvention

As Deutsch moves forward, it’s not just about reflecting on its storied past, but also about what comes next. “We’re committed to pioneering in and beyond our industry, building on that same innovative energy and West Coast optimism. We might be dropping the ‘LA’ from our name, but the spirit of the city continues to be a source of inspiration for Deutsch.” said Karen Costello, Creative Chair of Deutsch.

In addition to the agency’s rebrand, Deutsch will be expanding its entrepreneurial brand-building program, Blackness in Full Bloom, to include local Hispanic founders. Having already helped over 30 Black-owned businesses since its inception and recently teaming up with Pharrell Williams’ non-profit, Black Ambition, the program is committed to growing Los Angeles’ entrepreneurial community. Costello added, “When we venture to go all in with our partners—clients and community alike, we reinforce Deutsch’s values, creativity and culture.”