Rose Takes Charge at iDeutsch

Confident that its interactive arm will defy industry trends and continue to grow, Deutsch/LA has hired Josh Rose as svp, director of iDeutsch.

Rose, 33, joined last week, coming over from Los Angeles interactive shop Ground swell, where he worked on brands such as Mitsubishi, Visa, Fed Ex, New Line Cinema and Nike.

In his new post, he leads a 35-person department and reports to Mike Sheldon, general manager of the Marina del Rey, Calif., shop. Rose will oversee all of the agency’s interactive accounts, including Mitsubishi, DirecTV, California Milk Advisory Board,, and new business.

“He’s super smart and he knows the space very well,” said Sheldon. Both Sheldon and Deutsch/LA managing partner, executive creative director Eric Hirshberg knew Rose from their days at the former Fattal & Collins.

Rose replaces George Penner, who Sheldon said left four months ago by “mutual decision.”

Rose was attracted to Deutsch be cause its integrated offerings allow interactive-team members to “work on a brand from the beginning, all the way to execution,” he said.

While many shops are laying off interactive staff, Sheldon said, “We want to grow our integrated disciplines. We’re not going to be in a position to cut back.” Interactive is part of every pitch, and the department will seek new business that is exclusively interactive, he added.

The shop’s interactive revenue recently grew by 20 percent, following the addition of J.D. Edwards, Sheldon said, although he declined to disclose current figures.