Deutsch Team Hits HomeRuns

Online Delivery Service Assigns Agency $10 Mil. Account
BOSTON–Deutsch’s eight-person office here, pitching with its parent in New York, last week won the $10 million advertising assignment of, an online grocery delivery company.
Deutsch upended Campbell-Ewald, Warren, Mich., in the final round of a competition overseen by Pile and Co., the consulting company in Boston.
Previously, the Burlington, Mass., client had worked with Connelly Partners, a creative boutique in Boston, and PGR Media, Providence, R.I. Neither of those two firms participated in the review.
Blue22, Boston, an interactive design and marketing firm, had earlier been tapped by HomeRuns to retool the client’s Web site for a relaunch later this year.
HomeRuns launched its advertising review in order to find a larger marketing resource to help it expand into new markets beyond its base of operations in greater Boston. Backed by a recent $100 million investment by Cypress Partners, a New York equity firm, HomeRuns plans to continue its growth throughout Massachusetts, and make its debut in other U.S. markets.
Deutsch is charged with creating a strong brand image for the company to buttress that growth, likely using a mix of broadcast and print advertising to break in the next few months.
Deutsch presented its work for furniture chain Ikea during the HomeRuns pitch to demonstrate the agency’s ability to create a brand identity and help a company expand into new markets, said agency official Kristin Volk, who along with Kathy Kiely launched the agency’s Boston office in December.
“We see this as a big win. This is a well-known, established brand,” Volk said.
The Boston office will handle creative, with the team of art director Matt Rockett and copywriter Mark Moll crafting campaigns. Deutsch New York will oversee media chores.
Deutsch’s growth in New England has been somewhat slow. Two Internet companies, and, hired the agency shortly after it opened, but Bullhorn, a job-placement service, split with Deutsch after just three months. The client is currently reviewing its $3-5 million account [Adweek, June 22]. Deutsch has stated that its goal for Boston is $300 million in billings within three years, which would replicate the success achieved by the shop’s Los Angeles office.