Deutsch Addresses 4A's on Agency Practices

NEW YORK An agency that has a brand identity, that stands for something in a marketing services field awash with so-called client solutions and one that foregoes “stupid agency tricks” is more likely to be successful in procuring new business.

So said Donny Deutsch, CEO of Interpublic Group’s Deutch, on Monday during his keynote address at a two-day new-business summit sponsored by the American Association of Advertising Agencies at New York’s Millennium Hotel.

If clients can’t formulate a brand image of a prospective agency, then the agency and its services aren’t likely to be distinguishable from its competitor shops, and therefore give clients anything special, Deutsch told the audience of new-business leaders from around the country.