| The Inevitable Domination of Donny Deutsch | ||||
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The Inevitable Domination of Donny Deutsch From Deutsch Inc. to the CNBC Studios to his home on Park Avenue, The Players Club spends a day with Donny Deutsch and learns that there is no stopping this media mogul. Post-Production by HDM, www.HDMstudio.com Donny Deutsch was born to lead. He’s an unstoppable force in whatever world he happens to be in at the moment, whether it be advertising or television, real estate or politics. He may call himself a “member of the lucky sperm club,” but I think he is not giving himself enough credit-everything he touches seems to turn to gold. He has a knack for success with a larger-than-life personality to match, and an unassuming jean-clad nonchalance that belies his ingenuity. His non-stop personality is almost hard to keep up with. I met up with Deutsch at 8 a.m. at Deutsch Inc., the advertising headquarters that encompasses an entire city block in Manhattan and houses more than 800 employees. He attended to some office business while our photographer set up for the photo shoot, but gave me his undivided attention for the first stages of our interview. From there, we were off to the New Jersey studios of CNBC for another photo shoot followed by a mid-day filming of The Big Idea with Donny Deutsch, a show dedicated to showcasing the know-how of some of the nation’s most successful businessmen as well as that of budding entrepreneurs. It is a show based on the American dream, which Deutsch himself is certainly living. He has taken his own big ideas and parlayed them into an unstoppable empire that is on point to take control of New York City. BIG IDEA: Advertising Deutsch’s father, David, began a small advertising agency in 1969, which the younger Deutsch began working for following his stint at the Wharton School of the University of Pennsylvania. Advertising proved to be the perfect outlet for Deutsch’s unrelenting creative energies. “I always knew I wanted to incorporate business and art, and do something that had some sort of creative endeavor, whether it was television or advertising,” he says. “I’m a businessman, in fact I’d like to think that I am a fairly shrewd one, but I needed to be doing something that incorporated some sort of creative content.” When Deutsch joined his father at David Deutsch Associates, the highly regarded boutique firm, he didn’t take his position as seriously as he should have, leading his father to fire him. In 1984, his father received an offer for his agency, but Deutsch asked him not to sell. “I wanted to come back to the company, but not as an account rep,” he says. “I wanted to come back and win new business.” When he went back to his father’s agency, he was handed the reigns and the company just took off. Today, Deutsch Inc. does more than $2.5 billion in dealings per year. “I hired some really great people,” Deutsch recalls. “We started to create an agency within an agency. My dad’s agency was more print-orientated, a little more high-end. I was doing a bit more populist work, and things really took off.” Deutsch’s roster of big name clients grew to include the likes of Pontiac, IKEA, Mitsubishi, and Pfizer. Then they landed Bank of America, which launched a global campaign in 37 countries, a turning point that sealed the company’s status as a major player. Other top brands followed suit, relying on Deutsch Inc. to brand their companies for a worldwide market. GM, Johnson & Johnson, DirectTV, and Novartis Worldwide: all of these outstanding brands invested their faith-and dollars-in Deutsch’s firm. Today, Deutsch Inc. is one of the top 10 advertising companies in the world.
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