Deutsch Names New Chief Creative Officer for Los Angeles Office
Agency vet Brett Craig was elevated to the role
By Erik Oster
Deutsch named a chief creative officer for its Los Angeles office today.
The agency promoted Brett Craig to partner, CCO for that office, following nearly seven years with the agency. Craig joins a Los Angeles senior leadership team that includes president Kim Getty and chief digital officer Pam Scheideler. He will be tasked with overseeing all creative output for the office while reporting directly to Deutsch North America CCO Pete Favat. Favat formerly handled CCO duties for the Los Angeles office as well as for Deutsch North America.
“Brett and I share the belief that collaboration is the future of creativity and ideas. He’s led with that principle time and time again and has consistently created some of the best work in our industry,” Favat said in a statement. “He’s a creative leader who has inspired so many makers, and as we usher in this new year, I couldn’t ask for a better person to join me on this journey.”
“I’m incredibly honored to have this opportunity at Deutsch. I believe that ideas are made smarter by the people around you. As CCO, my vision is to bring a spirit of collaboration to everything we do,” Craig added. “It’s how we must interact with our clients and within the agency walls. No matter the level, department or discipline, collaboration is the only way to include everyone in the success of the agency and navigate the increasing complexity of our business.”
Craig joined Deutsch in 2012 and formerly served as executive creative director, working on brands including Taco Bell, Dr. Pepper, Diet Dr. Pepper and 7Up, including the “Web of Fries,” “Breakfast Defectors,” “Ronald McDonald,” a Super Bowl campaign that introduced the Quesalupa for Taco Bell and the creation of “Lil’ Sweet” for Diet Dr. Pepper. He also has been instrumental in new business efforts and led a campaign for H&R Block that kicked off the 2019 tax season.
Craig also authored the book Collaborate or Die: How Being a Jerk Kills Ideas and Careers and was named to the 2014 Adweek 50 list.
Before joining Deutsch, Craig spent 11 years with TBWA\Chiat\Day, rising from copywriter to group creative director while working with brands including Pepsi, PlayStation Call of Duty and Tostitos.
The appointment follows the arrival of executive vice president, head of production Diego de la Maza to Deutsch’s Los Angeles office earlier this month.