The Right Touch

F or those who were watching closely, the sale of Deutsch should be the final class in a course on branding an advertising agency—and what the rewards are for doing it well.

There are few agencies, big or small, that brand themselves—even though the ones that do, without exception, achieve more success.

The people at Deutsch will say they do advertising better than any one else. Perhaps their campaigns are better, but is that ever definitely proven right or wrong? No, it’s right only because the brand says so.

What they obviously did better than most was build a clear and distinct brand personality.