Creative

News

Clients

Client Start Year End Year
Workday 2021 Current
23andMe 2021 Current
AdCouncil 2021 Current
Interscope Records 2021 Current
Yonex 2021 Current
Lowe's Home Improvement 2020 Current
PetSmart 2020 Current
Kendall Jackson 2020 Current
POWDR 2020 Current
Hulu 2019 Current

About

We are Deutsch LA, a data-inspired, culturally shaped creative studio.

We live at the intersection of entertainment, technology and culture. 

Shaped by the creative legacy of Hollywood and the smarts of Silicon Beach.  We work in the heart of LA. A city that drives culture in America and around the world. 

We operate a little differently than an ad agency. 

Because we’re equal parts data, media, tech, design and storytelling – with our own state-of-the-art production facility at the core – our ideas are powered by insights, backed with data, and made to scale. 

We have outsized ambition.  

We dream bigger. Some would say we have a bit of a chip on our shoulder.  We agree.  We come to work not because of what we have done but because of what we might still do. What change we might still make, what work we might still bring to life, what minds we might still change, and what imaginations we might ignite. 

People

  • Lauren Mehl Tetuan

    Lauren Mehl Tetuan

    Head of Media

    With 20 years of media experience, Lauren provides leadership over holistic planning and buying teams. Strongly rooted in digital, after a decade of digital specialization, she aims to drive innovation in how we approach and optimize “traditional” media channels in today’s addressable world. She built the digital media team at Deutsch from the ground up, now a robust group of partnership, video, social, and search specialists. Lauren’s background includes a wide range of category expertise, from lifestyle (Patagonia) to insurance (Anthem, Wawanesa), gaming / toys (PlayStation, Mattel), automotive (Honda, Lexus), and the DTC world (Atom Tickets, Glassdoor, 23andMe). Lauren was heavily involved on the Zillow account for over five years. She helped to build out Zillow's media investment from local market tests to full-scale national buys, all while driving the cost per visit down. Lauren is active in the LA media community, and has been named one of Folio’s Top Women in Media, as well as Direct Marketing News 40 Under 40. She is currently spending most of her free time running after her two children, and is an avid outdoor enthusiast (from hiking to skiing to beaching).
  • Heide Hays

    Heide Hays

    Head of Business Intelligence

    Heide Peper Hays has demonstrated proven success in combining research and analysis with fresh thinking and innovative strategies, generating traditional and nontraditional solutions that produce results. Heide’s background in media, brand planning, and strategic analytics has led her to create unique disciplines within agencies that focus on providing a strategic and analytical approach to consumer and business insights. She’s a strategist with a rigor around driving business growth and proving effectiveness of marketing investments. Heide has worked at a number of agencies, including Cramer Krasselt in Chicago, McClain Finlon in Denver, and OMD in Los Angeles, working on accounts such as Activision, Breckenridge Ski Resorts, CBS, Charter Communications, Corona, Denver Zoo, Disney, Hilton, Levi’s / Dockers, Qwest Communications, Warner Brothers, and Wells Fargo. Additionally, Heide has extensive finance and tech experience spanning many different aspects from launch, expansion and growth, working on accounts like AtomTickets, CareerBuilder, eHarmony, Experian, GoDaddy, iCastle, iExplore, Travelocity, Visa, Wells Fargo, and Western Union.
  • Jason Lonsdale

    Jason Lonsdale

    Chief Strategy Officer

    A true internationalist, Jason’s 20+ year advertising career has spanned New York, London, Toronto and Sydney, as well as his native New Zealand, and he has been instrumental in award-winning work on brands such as LG, Toyota, McDonalds, IKEA and T-Mobile. He has also developed brand and communication strategies for tech brands such as Instagram and Peloton. Jason has taught at Miami Ad School, in Miami as well as in Sydney and Sri Lanka, and designed and taught the Strategy Planning course in his capacity as Chair of the Account Planning Group of Australia. More recently, he was a guest lecturer at the New School in NYC. Additionally, he sits on the board of the ANA Educational Foundation, and is a member of the 4A’s Strategy Committee. In his spare time, he scours record shops for rare vinyl (which, these days, he mainly spins for an audience of his two sons, ages 11 and 7, and his rescue dog, Bowie) and tends to the ever-increasing collection of houseplants he acquired during lockdown.
  • Ivan Perez-Armendariz

    Ivan Perez-Armendariz

    Head of Digital Experience

    As Head of Digital Experience for Deutsch’s Los Angeles office, Ivan leads a team of more than 50 employees, bringing together an understanding of user experience and technology to deliver category-leading digital experiences that drive business transformation and brand love. An Entrepreneur Magazine’s Top 100 award winner, Ivan sold his digital agency to Ad Age’s “Agency of the Decade,” Crispin Porter + Bogusky (CP+B). Ivan spent nine years at CP+B as Global Chief Digital Officer and Managing Director of the LA office, leading projects such as the Domino’s Pizza ecommerce innovations, including pizza emoji ordering. At Deutsch LA Ivan was on the team that developed the strategy and creative for the Zillow Offers product launch, including the customer journey work that defined new moments that matter for the brand. Ivan chose the beach over the mountains twice, first by leaving his hometown of Boulder to attend Stanford University and again when he relocated to Los Angeles in 2010.
  • Kim Getty

    Kim Getty

    CEO

    Kim is at the helm of Deutsch Los Angeles. As CEO, she leads a team of world-class creative thinkers who help businesses thrive. Since joining Deutsch in 2003, she’s helped build the company into what Fast Company has recognized as one of the industry’s most innovative agencies and landed Deutsch top spots on the AdAge Agency A-List numerous times. Kim is an advocate for positive change in the marketing industry and has spoken at leading conferences such as Cannes and Advertising Week on the role brands play in gender equality. She’s been a force at driving the conversation on media’s impact on gender bias and has been frequently featured in Fast Company, Adweek, Los Angeles Magazine, and Ad Age, among many others, and was named to Adweek’s 2019 Trailblazer list for her work in this space. Kim serves on the faculty at USC’s Annenberg School and also sits on the Board of Directors for ADCOLOR, The Paley Center for Media, and The Grady College at the University of Georgia. She’s been recognized as one of the most powerful women in advertising by Business Insider, a top LA executive by the Los Angeles Business Journal, and has earned the American Advertising Federation’s Mosaic Award for Industry Career Achievement.
  • Karen Costello

    Karen Costello

    Chief Creative Officer

    As Chief Creative Officer of Deutsch LA, Karen Costello leads the creative output and vision for the agency. As one of Deutsch LA’s first creative hires in 1997, she was instrumental in helping grow the agency from 13 people to over 400 in its first few years. She rejoined the agency in September 2020. With nearly three decades of experience, Costello has launched iconic brands, created award-winning campaigns, and has touched just about every category in marketing—from cars to fashion to music and everything in between. She is also the brainchild behind the history-making Target commercial during the 2016 Grammy Awards featuring a live performance by Gwen Stefani. Prior to her role as CCO of Deutsch LA, Costello led The Martin Agency’s creative department; her tenure marking the agency’s first-ever female CCO. Under her leadership, she helped drive double-digit business growth, while continuing to earn creative awards and implement progressive agency policies. Costello has always considered herself a dreamer and an optimist. She believes in using creativity to make brands, the industry, and the world better. She’s an advocate who champions people above all and is passionate about creating and fostering equitable and humane work environments. She is the recipient of numerous industry awards, and repeatedly appears on top creative lists, including AdAge’s “Women to Watch,” Adweek’s “Trailblazers,” Refinery29’s “Matriarchy Power List” and No. 3 on Business Insider’s “Most Creative Women in Advertising.” But her most fulfilling challenge? Being a parent to two teenagers. And although her husband might not share her love for sans serif fonts and color palettes, he does share her love for survival shows, good wine and backcountry adventure.
  • Pete Favat

    Pete Favat

    Creative Chairman

    Pete has served as the head of Deutsch’s creative vision for the past seven years, to deliver work that moves business and becomes a part of the cultural landscape. Pete has led integrated campaigns for Taco Bell, VW, Target, and Dr Pepper, and has helped add eight new clients to Deutsch’s roster. Prior to Deutsch, Pete spent 13 years as CCO of Arnold Worldwide where he co-created the Truth campaign, named “Campaign of the Decade” by Adweek.  In 2015, Pete was named one of Business Insider’s 30 Most Creative People in Advertising and was featured in Adweek’s annual Creative 100 list. His work has earned numerous awards at top industry shows, including Cannes, D&AD, The One Show, CLIO Awards, ANDYs, and Kelly Awards, as well as three Emmy’s. He is on the prestigious One Show Board of Directors and also served on the 2016 Cannes Lions Titanium Jury.
  • Jeff White

    Jeff White

    Chief Client Officer

    As Chief Client Officer, Jeff oversees all of the agency’s relationships. Jeff has been a key driver for the agency and its clients since joining Deutsch in 1999.  He is a Swiss Army knife thinker who has an uncanny ability to solve business problems. Over the past two decades, Jeff’s focus has been aligning the agency with clients who have incredible ambition and aspire to make their businesses grow - then putting into action the team, processes, and thinking to make it a reality,  He helped launch, influence, and build some of America’s most successful brands including Mitsubishi, Volkswagen, DIRECTV, and Coors Brewing Company.  Jeff grew up in a construction household, spending his youth hammering, crafting ,and digging postholes.  A combination of unbridled optimism, hard work, and a desire to always be building things has helped him lead the agency to incredible success over the past two decades.
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