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Deutsch tapped as agency of record for cutlery brand Oneida

Tableware manufacturer Oneida selected Deutsch LA as its agency of record, reuniting with the agency for first time since 1970

Deutsch Los Angeles was selected to handle media and creative duties for dining, cutlery and flatware brand Oneida.

The announcement came after a one-month, closed competitive review. Deutsch’s scope of work will include creative and media duties, as well as social strategy and activation for its sister brand Anchor Hocking, an American-made leading glass manufacturer for the at-home chef.

Oneida’s switch in agency of record came after their hiring of Proctor & Gamble veteran Jeff Jarrett as chief marketing officer. The company launched a corporate rebranding, as well as other strategic initiatives, leading to the recent review that Deutsch won.

Oneida and Deutsch have worked together in the past - it was founder Donny Deutsch’s first client when opening the agency in 1970.

“We were impressed by Deutsch’s approach to a re-energized strategy for our business,” said Oneida’s Jarrett. “The team’s segmentation work led to insights that will help us connect with our consumers in addressing their needs and desires for years to come with powerful creative work. We’re excited to be working with this agency again.”

New work for Oneida is set to launch in Q2 of 2018. The win rounded out a streak for Deutsch LA, which also won business for 7-Eleven, bluetooth tracking device Tile, Mott's and Canada Dry

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