Deutsch Refuses Lycos Offer

Finalist Hill, Holliday Applauds Rival’s Victory; Account Status Unclear
BOSTON–In its first major pitch against a hometown favorite, Deutsch Boston has come out on top, beating Hill, Holliday, Connors, Cosmopulos for Lycos Networks. But Deutsch has turned down the estimated $25 million account after the review process made the shop “uncomfortable.”
The New York-based agency, which opened a Boston office late last year, withdrew itself from Lycos’ consideration after learning a copy of its creative presentation had been handed to Hill, Holliday, which was then given a second chance to “tweak” its presentation [Adweek, May 1].
Last week, CEO Donny Deutsch vowed to retain his stance on the matter: “We dropped out.