Behr Paint Names Deutsch Its Creative Agency of Record

Agency’s Los Angeles office will handle the account

Deutsch is Behr's new agency of record, ending the paint brand's relationship with PMH. Behr Paint
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Deutsch has been named creative agency of record for Behr Paint Company following a competitive review.

The appointment ends Behr’s relationship with Minneapolis-based Peterson Milla Hooks (PMH). Moving forward, Deutsch’s Los Angeles office will handle business intelligence, strategy, creative, digital and production work for the paint company.

“Our industry and the way people shop for paint is ever-evolving, and we continue to explore fresh avenues for inspiring do-it-yourselfers, designers and professional painters,” Jodi Allen, chief marketing officer at Behr, said in a statement. “Deutsch brings tremendous energy for our brand and we look forward to kicking off our partnership with a new campaign next year.”

Last year, Behr created a pop-up store in New York to celebrate Blueprint, its 2019 Color of the Year. The brand also jumped on the ASMR trend last year with a video of its own. Behr spent $32 million on measured media last year, according to Kantar.

“For years, Behr Paint Company has unleashed creativity for all kinds of painters, and it’s their commitment to quality and innovation that keeps consumers coming back,” Kim Getty, president of Deutsch’s Los Angeles office, said in a statement. “With creativity at the forefront of their business and ours, we couldn’t have been a tighter fit. This partnership presents an incredible creative opportunity for us and we can’t wait to take the brand forward into the next decade.”

The IPG-owned agency’s Los Angeles office has undergone a number of executive shake-ups recently. In July, it appointed Ivan Perez-Armendariz to evp, head of experience, and promoted Doris Chung to executive creative director. In December, the agency elevated Brett Craig to the role of chief creative officer.

In the past year, Deutsch Los Angeles has lost the Volkswagen account, which is now with WPP’s Johannes Leonardo, and split ways with Target.

In February, Reebok chose Deutsch’s New York to serve as its global creative agency of record.

@Minda_Smiley Minda Smiley is an agencies reporter at Adweek.
Publish date: September 12, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT