Deutsch lures big-agency talent; major account wins cause shop to beef up creative group

After recently winning a “big-agency” account in Hardee’s, Deutsch/Dworin here once again is looking to large shops for creative help to staff that and other new business wins and is preparing to split its creative department into two groups.
Last week, executive vp/chief creative officer Donny Deutsch announced the hiring of Richard Russo, formerly an associate creative director at Ogilvy & Mather/N.Y., for the newly created post of executive vp/creative director. Deutsch said Russo, who worked on American Express, AT&T and Duracell, will head a newly formed creative group that will service the recently won $70-million Hardee’s account. At the same time, Deutsch promoted associate creative director Greg DiNoto to executive vp/cd. DiNoto will have responsibility for all other accounts. Both creatives report to Deutsch.
Deutsch also announced the hiring of McCann-Erickson associate cd Domingo Perez, who worked on several accounts including Coke, as an associate cd, and former Ogilvy & Mather/Atlanta cd Chuck Borghese as associate cd. The agency in recent weeks has also hired three creatives from Chiat/Day and two additional creatives from McCann. And Deutsch said he is close to announcing the hiring of a BBDO creative.
The hires are among 30 the agency is currently making to service Hardee’s, as well as other new accounts won this year.
Deutsch said he does not harbor any concern that big-agency creatives won’t blend well into the culture he and agency president Steve Dworin are creating. “You can find ten good creatives at any big institutional agency, even one that isn’t doing well. It’s seldom that the creatives are bad, it’s that the big agencies suck them in with huge salaries and then suck the life out of them because they don’t create the proper creative structure for them to work in,” he said.
Copyright Adweek L.P. (1993)