MacLaren Exec To Run Deutsch In Canada

Deutsch has appointed Robert Morand, vp of brand direction at Toronto shop Mac Laren McCann, to run its first operation outside the U.S.

New York-based Deutsch will open offices in Toronto and Montreal later this month to handle Mitsu bishi’s expansion into Canada. Mor and, 41, will serve as as general manager of the seven-person Tor onto office and will also oversee a four-person Montreal office.

Morand has been at MacLaren for just five months. Previously he spent four years at Toronto shop Gee, Jeffery & Partners and seven years at TBWA\Chiat\Day in Toronto. He will report to Mike Sheldon, man aging partner of Deutsch and general manager of its Los Angeles office.

Sheldon said he selected Morand as much for his extensive experience in the Canadian market as for his attitude.

“He fits perfectly with the Deutsch mode: He has a big brain and thick skin,” said Sheldon.

The Canadian offices will work on a Mitsubishi campaign in anticipation of the client’s Sept. 2 launch in Can ada. The account is budgeted at about $25 million, sources said.

Deutsch won the business after a review that included five undisclosed Canadian shops. Deutsch’s Los Angeles office, which has handled Mitsu bishi’s domestic account since 1998, was asked to pitch the Canadian account after three consecutive years of steadily increasing sales, said Fran ces Ord, client vp of marketing. Ord said Mitsubishi’s goal is to sell 20,000 cars in Canada next year.

“It’s exciting to be able to grow with Mitsubishi,” said agency CEO Donny Deutsch. “It’s a real vote of confidence from them.”

Morand said the job is a “once-in-a-lifetime opportunity to do my own thing and work with a great brand like Deutsch.”