Deutsch On A Roll In Los Angeles

LOS ANGELES – They say transplant shops can’t make it in the City of Angels. But don’t tell that to Deutsch, the New York shop that only entered the Los Angeles market in 1995.
Deutsch/LA, Marina del Rey, Calif., last week won L.A. Cellular’s $25 million account after a review. “We’re excited to have Deutsch as a marketing partner to help grow our company in the increasingly competitive, fast-changing wireless industry,” said Greg Farrell, vice president of marketing for the Cerritos, Calif.-based company.
Also pitching were McCann-Erickson’s Los Angeles and San Francisco offices; DDB Needham in Los Angeles; and Fogarty Klein & Partners in Houston. Incumbent BBDO West, Los Angeles, chose not to defend.
Separately, Deutsch/LA last week beat out G2 Advertising to win the $55 million assignment to launch Mitsubishi Motor Sales of America’s all-new Galant sedan later this year. The win marks the first time Deutsch, which handles Mitsubishi’s consolidated dealer account, has captured a portion of the $150 million factory account from G2, Huntington Beach, Calif.
Kim Custer, director of public affairs and corporate communications at Cypress, Calif.-based Mitsubishi, said the win does not mean Deutsch is taking over the entire factory account from G2. G2 was put on 180 days’ notice several weeks ago by Mitsubishi [Adweek, May 4].
Deutsch chairman and chief executive Donny Deutsch called the Galant a “springboard for where Mitsubishi wants to go.” Deutsch refused to speculate whether the launch assignment might lead to other business.
A representative for G2 parent Grey Advertising in New York said the agency was taking a “business-as-usual approach” and that it was “too soon to say” whether Grey might close G2 or fold it back into the Grey network.
The two wins push Deutsch/LA’s billings to $180 million. Its clients include Baskin-Robbins and Bank of America. –with Angela Dawson