Deutsch New York Parts Ways with CCO

Chief Strategy Officer Leaving Deutsch New York

brent vartanThis afternoon we can confirm that Brent Vartan, New York-based partner and chief strategy officer for Deutsch New York, will soon be leaving the agency.

We do not, unfortunately, have specifics as to where he’s headed next.

Here’s the statement from an agency spokesperson:

“Brent, like many Deutschers, has an entrepreneurial itch he wants to scratch and since joining the agency he has, with our full support, been involved in outside projects. We have been in active talks with Brent on an ongoing basis, helping him to figure out how and when he can best pursue his entrepreneurial aspirations. When we have something concrete to share we will be in touch.”

Vartan began his agency career as a media planner at the San Francisco offices of Hill Holliday before joining BBDO New York, where he spent more than four years as an associate planning director. Deutsch New York hired him to fill the SVP/group planning director role in early 2008.

After the March 2012 departure of Bert Moore, who spent approximately 16 months in the CSO position, Vartan was promoted to ECD/partner.

We have no specifics on his future plans at the moment, though the word “consultancy” MAY be involved. A New York agency chief who counselled Vartan on the move expressed confidence that he will succeed in his next endeavor, whatever it might be.

Updates to come.

Deutsch NY, Ad Council Team Up for FEMA PSA

Deutsch, New Yorkteamed up with The Ad Council to create a PSA campaign for FEMA, in time for National Preparedness Month, reminding families to have a plan in the event of a disaster.

Since, according to FEMA, 50 percent of families have not discussed an emergency plan in the event of a disaster, the organization wanted to stress what a difference having a plan can make when such an event occurs. So the broadcast and digital PSA at the center of the campaign (released in both 30-second and 60-second formats) attempts to illustrate this through a harsh depiction of two families dealing with a disaster. One of the families, who presumably designated the shelter as a meeting place, huddle together, visibly shaken up but glad to have each other. They overhear another couple, who stress out over their missing child, powerless to do anything to locate him. It’s tough to watch, but that’s intentional, as it drives home the point that you don’t want to be the second family should anything go wrong. The spot ends by directing viewers to Ready.gov and www.Listo.gov where they can find resources for developing their own emergency plan. The campaign also includes radio and print components. (more…)

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Deutsch NY Launches ‘Mob City’ Script on Twitter for TNT ‘Adaptweetion’

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Deutsch NY and TNT are using Mob City‘s Twitter handle, @MobCityTNT, to debut the screenplay of the series’ premiere, 140 characters at a time. This will make Mob City, “the first television screenplay ever to be adapted for, and published through, Twitter.” They’ve dubbed the process “adaptweetion.”

The first tweets of the Mob City screenplay were made on Monday, with new tweets appearing every 45 minutes between 10 AM and 7 PM (and later tonight). They’ve also taken advantage of Twitter Cards to inject photo and video footage into the stream. Those late to the game can also catch up by visiting the microsite for the script, where it is presented in chronological order. This all leads to the debut of Frank Darabont‘s three week television event this tonight at 9. Deutsch NY and TNT will make their last tweet tonight at 8:30, but they’re not giving everything away. To experience the final scene, you’ll have to turn in to TNT tonight at 9 and catch the episode. The cast and crew of the show — including @frankdarabont@miloventimiglia@simonpegg@edward_burns@jonnybernthal – also added their commentary to the feed to keep things interesting.

Tweeting (almost) the entire screenplay of a debut episode is a risky move, but it’s a good way to get people talking about the show before it even airs.“Today, fans are tweeting in real time with their favorite shows, and we wanted to stoke preshow chatter by providing fans with an experience that will invite them in before the show even airs,” explains Kerry Keenan, Deutsch NY’s chief creative officer.

Clearly, TNT is betting that the writing will suck you in and make you want to watch Mob City tonight. Leaving out the final scene is an obvious necessity, as some might wonder why they’d tune in to see a premiere when they know how it ends. I’m curious to see how this plays out, and what kind of effect this social campaign has on Mob City‘s ratings tonight, if any. Head on over to mobscript.com and @MobCityTNT, and let us know your thoughts on this campaign in the comments section. And tune in to TNT tonight at 9 for the show, if you’re interested. Credits after the jump. continued…

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Holiday Season Ushers in Another Xmas Price Index from Deutsch NY, PNC


 

With Thanksgiving over (and  Hanukkah currently underway), the 2013 winter holiday season is upon us, and with it comes Deutsch NY’s annual Christmas Price Index for PNC. In case you don’t know, the Christmas Price Index shows the actual cost of all the gifts mentioned in the ubiquitous (and somewhat annoying) carol, “The Twelve Days of Christmas.”

For the Christmas Price Index’s 30th anniversary this year, Deutsch NY decided to offer up something a little different. Visitors to the PNC Christmas Price Index website will be given the opportunity to digitally build and customize their own versions of the gifts from the carol. The 3-D Gift Maker features twelve toys with customizable accessories, all designed by Invisible Creature. Visitors to the site will be given the opportunity to win “24 3-D custom designed toys over the course of 12 days.” If this sounds exciting to you, you better get started, as the contest only lasts until December 13th.

As for the actual index itself, 2013 shows a 7.7% increase from last year, with the current cost of Christmas listed as $27,393.17. That would be the cost of one verse of the song, but since the song has many repetitions the “True Cost of Christmas” (counting each repetition) comes out to $114,651.18. There’s good news for fans of partridges and/or pear trees, however: the cost of a partridge in a pear tree is now $199.99, down 2.4% from last year. So buy now. It’s not a good year to be in the market for nine ladies dancing however, as the current cost is $7552.84, up a full 20% from last year. That cash in your pocket just doesn’t buy as many pipers piping as it used to. Check out a couple of stills, along with credits,after the jump. continued…

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