Deutsch Sets Creative Managers

Deutsch/LA said last week it has installed a “new tier of creative management” with the promotion of three executives.

Associate creative directors Karen Costello, Vinny Picardi and Eric Springer have each been elevated from vice president to senior vice president at the Marina del Rey, Calif., agency. They are now the highest-ranking creatives in the shop’s 40-person department under Eric Hirshberg, managing partner and executive creative director.

The shop also promoted Randy Morton from vice president to senior vice president, director of broadcast production. He also reports to Hirshberg.

Costello, 36, has been with the shop since 1997 and works on such accounts as the California Milk Advisory Board, Sun America, Expedia, DirecTV and J.D. Edwards.

Picardi, 45, works primarily on Mitsubishi. He has been with Deutsch since 1998. His most recent effort for Mitsubishi, a TV spot titled “Re-Mix,” launched last month.

Springer, 36, has also worked on Mitsubishi since joining the shop in 1998. His most recent work includes the “Are you in?” campaign, which features young people grooving in their cars to music by such artists as Barenaked Ladies.

“This is an acknowledgement of the contributions these guys make to the creative process,” said Hirshberg. “These guys have become leaders—champions of the culture, the go-to people for our clients.”

Morton, 38, was the first producer Deutsch/LA hired, in 1998. Over the years, he has worked on nearly all of the shop’s clients, including Mitsubishi, DirecTV and the California Milk Advisory Board.

“We hired him as an executive producer a couple of years ago, and he slowly but surely built an incredible department,” Hirshberg said.

Hirshberg said the promotions are an acknowledgement of the work already being done. They also point to the shop’s growth, he said. “People forget that four and a half years ago, we were 10 people,” he said.

Deutsch/LA, opened in 1995, and finished 2001 with $655 million in billings, up 4 percent from 2000. The shop recently said it plans to open offices in Toronto and Montreal to handle Mitsubishi’s expansion into Canada [Adweek, April 15].