Deutsch’s L.A. Office Wins Agency of Record Duties for Tile App

By Patrick Coffee 

The Los Angeles office of Deutsch has won the business of Tile, a Bluetooth-enabled “smart location” app created to help you find your lost keys and other items.

Tile named Deutsch as its first AOR after the shop completed a three-month brand strategy project for the company.

CMO Simon Fleming-Wood said his company is “thrilled to be working with Deutsch,” adding, “While we’re locating more than two million items every day, we’re also building a global community of people helping each other find the things that matter to them. Bringing deep experience, leadership and creativity, the team at Deutsch are the perfect partners to help bring our brand vision to life.”


What is that vision? To become “the world’s largest lost-and-found community.” Tile says it has sold more than 8 million products to date.

Fleming-Wood joined the startup late last year after serving as CMO at Pandora and VP of marketing at Cisco. Deutsch president Kim Getty called him “a visionary marketer who’s helped build brands like Flip Video and Pandora” and said the L.A. team “jumped at the opportunity to help our collegues at Tile craft a vision for their brand.”

The exact size of the business is unclear at this time. In this past, Tile has worked with DuMont Project on direct response marketing projects, and we hear the client is planning to double its marketing spend moving into 2018. Deutsch’s work will concern creative, digital, media planning/buying, strategy and analytics. The client plans a national campaign that will run in time for the 2017 holiday season.

To date, Tile has raised $34 million in two rounds of funding, according to CrunchBase. A 2015 Recode product review compared the company to its chief competitor, TrackR. Who knew so many people can’t keep track of their keys?? Do we need to bring back wallet chains?