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Deutsch NY unveils integrated agency model
Deutsch NY (DNY) has unveiled an integrated agency model that recognizes the distinct and complementary skills that agencies need to take on both brand and social opportunities. It also draws upon DNY’s storied legacy in creative brand building, while integrating new innovative digital and social techniques that push the boundaries of on-brand content to drive results.
As part of this new model, DNY is launching ‘SociStudio,’ a dedicated content studio designed to offer purpose-built, native solutions for all brand content needs.
Ashley Rudder has been appointed to the role of Chief Creator Officer, overseeing the creative offering of both DNY and SociStudio. Different from a traditional “Chief Creative Officer,” this position focuses on actionable,
innovative approaches, drawing on the cultural zeitgeist to support clients and their businesses.
Rudder’s expertise in content development, social media, and commercial brand strategy, particularly within the highly competitive and culture-driven beauty vertical, will drive DNY’s evolved agency model.
Additionally, Tom Lyons has been named President of SociStudio. Lyons, a veteran in social content strategy and execution, brings new ways of working, including new talent and operational structures to optimize the
investment and output for clients.
“The real opportunity today is to seamlessly integrate social content, commerce, and creator culture at the level of investment and speed that client businesses demand,” said Val DiFebo, CEO of DNY.
“As we look to define the next era of advertising, we’re excited to incorporate new ways of working, packaging up our skills across brand building and social content to drive full-funnel results.”
“I am excited to embrace the role of Chief Creator Officer at DNY, marking a transformative shift from the traditional Chief Creative Officer,” said Rudder. “I’m eager to lead this talented team into a new era of creativity with my blend of social anthropology, strategic vision, and hands-on creation. I like to think of it as creative Darwinism, and I couldn’t be more excited to be a part of it.”
“DNY has a strong history of continually investing in new capabilities and making bold moves to meet clients’ needs, such as keeping an integrated approach when the industry was decoupling media and creative services,” said Lyons. “Our goal with ‘SociStudio is to blend world-class brand strategy with culturally resonant social media execution. Ashley’s appointment underscores our commitment to offering clients the best of both worlds.”
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