11.15.17. — The New York office of Deutsch has hired JWT New York’s Matt Baker as Chief Strategy Officer. Reporting directly to Val DiFebo, CEO of Deutsch NY, she said: “Matt’s the ideal unicorn—he has the analytical rigor, key digital know-how, strategic experience across multiple industries and has the EQ needed to effectively lead today’s brands, deliver great creative ideas and build incredible ROI.”
Baker will have oversight of Deutsch’s Brand Planning (traditional and digital), Data Analytics, and Communications Planning teams, working across all clients including Johnson & Johnson, Busch, PNC Bank, Siemens and DraftKings, among others.
“Beyond their well-known creative track record, Deutsch has had the vision to consistently invest ahead of the industry in areas like digital development, in-house production, AI and media; something that is incredibly rare in our business. I couldn’t be more excited to join this team,” said Baker.
“Great creative and great strategy are inseparable. I couldn’t be more excited to partner with Matt and take Deutsch to the next level,” said Dan Kelleher, Chief Creative Officer of Deutsch NY.
While at JWT NY, Baker led the strategy department on brands including Rolex, Johnson & Johnson, Nestlé and Kleenex, leading to breakthrough, award-winning work including, “The ReActor” for Tribeca Film Festival, and “The Fin” for Northwell.
He joined JWT NY from Anomaly, where he was Director, Strategy & Innovation for Google, including Google Glass and Android Wear, and part of the P&G Innovation Team on global new product creation. Additional experience was gained at Arnold Worldwide, as Group Planning Director/Director of Digital, on clients including Unilever, 23andMe, Volvo Trucks and Kohler. Baker’s analytics chops got their start at RAPP where he helped craft strategy for award-winning work, from social media gaming for the Travel Channel, micro-documentaries for Viagra and large-scale CRM and direct campaigns for Mercedes Benz.
Baker will join Deutsch in January.