Springer on Springer. A one on one interview.
In my 20 plus years in advertising, I have been a part of some of the best creative cultures at some of the top creative agencies in the country. Along the way, learning the craft at TBWA\Chiat Day, DDB and Hal Riney & Partners to name a few. Working on brands that would rarely, if ever, be found on one agency roster. From Winchester Guns to Coors to Levi's to Volkswagen.
I was one of the key people in growing a 15-person start up into a 400-person machine named Deutsch/LA . Playing a major role on practically every account that came through our doors and helping turnaround and launching brands no matter how big or small the budgets.
I was the lead creative and a key presenter on 8 winning new business pitches, resulting in over $400 million in billings. I was one of the creative leaders and engineers of the agency's transition to digital media, building fully integrated accounts producing digital and viral campaigns for Volkswagen, Coors Light and General Motors.
While running the VW account, I created the highest rated Super Bowl spot of the year, two years in a row according to Neilson ratings. "Punch Dub" in 2010, and "The Force" in 2011. The Force was the most viral video of all time (until recently, thanks to Shakira) with over 65 million YouTube views and counting. Work like this helped increase VW market share from 1.6% to 2.4% in my first two years of running the account. Which made for some very happy Germans. And earned me a spot on The 2011 Creativity 50, a list of the most influential creatives of that year.
Moving on from Deutsch, I became a partner at a small (but mighty) agency in Culver City named Pitch. I helped brand and grow the agency into a full-service shop. Helping earn Pitch the well-deserved title of "Best Small Agency In The Country" by Advertising Age.
I was lured away from Pitch by the promise of a bigger stage. I became Chief Creative Officer of Foote, Cone & Belding, one of the largest agency networks in the world. While running the West Coast, I helped launch Live Mas for Taco Bell and win several new pieces of business in both the LA and SF offices. Including Levi's, which we just relaunched globally.
Now I'm looking for a new challenge. I'm not done making stuff. I love makng stuff. Stuff that moves people emotionally and ultimately drives sales for my clients. This, for me, is the greatest reward. But not the only reward. Advertising that wins awards can be pretty rewarding, too. So over the years, I’ve grabbed as many as possible. Including Cannes, One Show (gold, silver and bronze pencils), D&AD, AICP, EFFIEs and Communications Arts. My work is also part of the permanent display in The Advertising Hall of Fame, The Museum of Modern Art and The Smithsonian.
I call Surf City (Huntington Beach, California) home. Though my wife, three children and two dogs would argue I live at the office and occasionally vacation in Huntington Beach.
References: (I will provide direct numbers upon request.)
Eric Hirshberg – CEO/Activision
Brian Niccol - CEO/Taco Bell
Donny Deutsch – Chairman/Deutsch Inc