Deutsch la scoops baskin-robbins account
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Baskin-Robbins, a unit of Boston-based Allied Domecq, selected Santa Monica-based Deutsch LA as its new advertising agency, replacing Los Angeles-based DMB&B.; Deutsch beat out two
heavy-hitting rivals for the $25-million to $35-million account--the Los Angeles office of Foote, Cone & Belding and the Persuasion Group, a unit of Venice-based TBWA Chiat/Day. In
interviews, members of Baskin-Robbins’ eight-person review committee said Deutsch, as part of its pitch, took the committee on a bus trip to a Baskin-Robbins store that the agency had made
over to dramatize its proposed “magical” advertising campaign theme. Competition for the account was intense because of its size and Baskin-Robbins’ well-known name. In addition, agencies
sought a foot in the door at Allied Domecq, which operates the Dunkin’ Donuts and Togo’s Eateries restaurant chains. MORE TO READ