The Oneida Group Taps Deutsch as Agency Of Record

Deutsch today announces it has won The Oneida Group, the leading global marketer of dining and food preparation products. 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 the Anchor Hocking brand, an American-made leading glass manufacturer for the at-home chef.

 

In 2016, The Oneida Group hired former Procter and Gamble veteran Jeff Jarrett as its Chief Marketing Officer to help elevate the brand’s product portfolios. Early in 2017, the company announced several new strategic initiatives, including a corporate rebranding to kick off a national creative agency review with more than five agency participants.

 

“We were impressed by Deutsch’s approach to a re-energized strategy for our business,” said 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.”

 

In 1970, Oneida was the brand that helped David Deutsch establish the agency. As Deutsch’s first flagship client, the two worked together for more than 20 years.

 

“We jumped at the opportunity to work with The Oneida Group, and love bringing this relationship full circle,” said Kim Getty, President of Deutsch’s Los Angeles office. “It’s not very often that you get to work with a company with such deeply shared history—they put us on the map. We’re excited to help push their brand forward together.”

 

The agency’s first work for the brand is expected to launch in Q2 of 2018.

 

The Oneida Group win is the latest in a string of new business wins for Deutsch in 2017, including 7-Eleven, Tile and DPSG’s Mott’s and Canada Dry brands.