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“We wanted a partner who could really help us build our first-party data, drive more targeted addressable media, and bring together creative and media strategy and execution on our core brands,” he said.
The brand tasked agencies with three briefs designed to assess their use of first-party data, capabilities in local media solutions, and approach to small-brand, small-budget media planning.
Despite having an existing relationship with the brand, Tombras said the pitch process was still challenging.
“We do our best work when we are full service,” Tombras said. “It’s been said before that the original sin of the industry was sharing creativity and media, and we’ve never subscribed to that.”
A victory for Deutsch
Kleinman said he was impressed by Tombras’ “brain power” and the agency’s identity platform, calling it “a huge asset.”
“[The team] he brought very smart solutions to both audience targeting, addressable media, dynamic creative optimization (DCO), and creative ideas to drive our media investment,” he said.
For Tombras, working with Deutsch on the creative and media sides allows him to hone in on DCO and media-driven creative ideas.
The Deutsch Family Wine and Spirits win adds to Tombras’ robust media roster, which includes Sally Beauty, Fresh Direct, PODS, Great Clips, Altar’d State, LaserAway and RE/MAX.
According to Tombras, the combined spending of all its average clients exceeds $800 million.
