In the middle of news of the merger of Omnicom Group and Interpublic Group (IPG)the IPG Deutsch agency announced that it was promoting four department heads within its management.
Ivan Pérez-Armendariz will become digital director; Heide Peper Hays will become director of data and intelligence; Diego de la Maza will become production director; And Lauren Tétuan will become media director.
“We would not be the agency we are today without their leadership and vision,” Kim Getty, CEO of Deutsch, said in a statement. “They go above and beyond to not only create innovative, must-read work, but also to create a culture that every Deutscher is proud to be a part of.”
The Los Angeles-based agency said the promotions were in effect before Omnicom’s pending acquisition of IPG, which sold to Deutsch New York in January.
Some industry experts believe a consolidation of the two holding companies’ creative agencies could be on the horizon, as the combined company seeks to find $750 million in savings.
The leaders
Armendariz joined Deutsch in 2019 as Vice President, Head of Digital Experience. In this role, he built digital experiences such as the redesign of Taco Bell’s ordering app. He has also been a key leader in the agency’s generative AI initiatives, integrating OpenAI on projects like Snapple’s. “Fact Generator” and PetSmart Rescue Writer.
Peper Hays has been promoted from her role as vice president and head of business intelligence, which she has held since 2016. With more than 20 years of experience in media, branding, research and data, she developed Deutsch’s data and analytics practice.
As Senior Vice President of Production, Diego de la Maza led Deutsch’s integrated production teams and its in-house production company, Rainbow Troutsince joining the agency in 2018. In his role, he has led broadcast, film, content, experiential and print production and developed the agency’s music department.
With over 17 years of experience at Deutsch, Tetuan built Deutsch’s digital media team from the ground up, comprised of specialists in programming, video, social and research. She previously served as Vice President, Head of Media and led the digital planning and buying teams.
