Deutsch NY Promotes Matt Baker to President

Chief Strategy Officer Broadens Role to Focus on Growth and Expansion of Capabilities

July 15, 2021 — Deutsch New York announced today that it has promoted Matt Baker to President to further the Agency’s key growth priorities. Reporting directly to Val DiFebo, CEO of Deutsch NY, Baker, in taking on the number two role, is tasked with establishing short- and long-term goals for Agency growth.

“A leader with exceptional problem-solving skills and an insightful business acumen to match, Matt has been a force in driving structural change and building out specific offerings which has added real value to our client’s businesses,” said DiFebo. “Matt is the first to tackle any challenge with enthusiasm and a sense of urgency. I’m excited to see him grow in this role and continue to lead our top-notch strategy capabilities during this transformative time.”

In addition to developing growth initiatives, Baker will ensure proper allocation of resources, refine processes and best practices, optimize partnerships within our IPG network, and will continue oversight of Deutsch NY’s fully integrated Brand Planning, Data Analytics, and Social teams. Since joining Deutsch NY in 2018, Baker and his teams have crafted Lion-winning strategies for AB InBev’s Budweiser Global and Busch brands, and added clients including Reebok, ClearChoice, Hain Celestial, and Cetaphil Global to the Agency roster, as well as expanding the capabilities of the Agency .

“When you partner with Deutsch NY, we promise clients a team, process and tools that are both brave and disciplined. We’re not afraid to invest in capabilities and ideas that will take our clients and the Agency to the next level,” said Baker. “I’m excited to partner with Val as we take some aggressive steps to build out our business model.”

At Deutsch NY, the President role hasn’t been reprised since it was last held by Val DiFebo in 2009, prior to her being appointed CEO of the Agency.

Baker’s previous agency experience includes leading JWT New York’s strategy department on brands including Rolex, Johnson & Johnson, Nestlé, and Kleenex, which led to breakthrough, award-winning work. He has also held highly successful senior leadership roles at Anomaly, Arnold Worldwide, and RAPP where he crafted strategy for brands including Google, P&G, 23&Me, Unilever, Viagra, and Mercedes Benz, among others.

We’ve been helping brands build agency and urgency since 1969. Since then, it’s been a non-stop hustle to grow, evolve, and lead the industry in strengthening our clients’ businesses. Uniquely unapologetic, our no-BS approach has delivered bold, business-first strategies to brand partners including Reebok, Johnson & Johnson, PNC Bank, AB InBev’s Budweiser, Michelob Ultra, and Busch brands, Siemens, Celestial Seasonings, Green Giant, Spectrum, ClearChoice and DraftKings.