Streaming service Pandora has chosen Deutsch as its new creative agency of record after a review. The business will be run out of the network’s Los Angeles offices.
The account had been with fellow IPG shop twofifteenmccann, which did not pitch to retain the business.
The client’s VP of brand and product marketing Melissa Waters writes:
“Deutsch truly understands Pandora and has deep ties to the music industry, which will help propel us forward. As we execute our strategy and launch new products in the marketplace, we need a partner with strong digital-first thinking and a category disruption mindset. Deutsch clearly demonstrates a world-class understanding of the millennial mindset and how to articulate a compelling brand position in a competitive category.”
Pandora CMO Simon Fleming-Wood launched the review before stepping down earlier this month after spending more than four years as the company’s first-ever chief marketer. twofifteenmccann’s final work for the client, titled “The Next Song Matters,” launched last month to what we’re told was a “good response.”
Fleming-Wood’s departure followed several other executive-level changes. The company also announced that co-founder Tim Westergren would replace Brian McAndrews (formerly with Microsoft, Disney, etc.) as CEO, that Sara Clemens would be promoted from chief strategy officer to chief operating officer and that CFO Mike Herring would also assume the role of president.
Beyond McCann, the company has also worked with other agencies like Paul Charney’s Funworks, which made its recent “ish” campaign starring various comedy influencers.
In a statement, Deutsch chief digital officer Winston Binch called Pandora “a dream client,” writing, “the marketing team wants to take a digital-first approach and is incredibly ambitious and forward-thinking.”
Deutsch Los Angeles president Kim Getty added, “We’re thrilled to be their business partner and help take the brand to the next level, especially as Pandora launches new products that connect artists and listeners in a true and pure way.”
The client’s yearly spending numbers were not available at the time this post went live.