DirecTV Flips Back to Deutsch

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Satellite television service provider DirecTV Inc. hired Interpublic Group of Companies Inc.'s Deutsch Inc., New York, as its creative and media agency of record.


The account, estimated at under $200 million, moves from Omnicom Group Inc.'s BBDO New York and its OMD media sibling. Deutsch had lost the DirecTV business in 2004 after a four-year stewardship.


DirecTV, El Segundo, CA, charged Deutsch with creative for TV, radio, print and other advertising. Deutsch's Los Angeles and New York offices will handle the business. DeutschMedia is responsible for media planning and buying.


This is Deutsch's second winback of a client in less than a month after IKEA returned to the agency from a five-year break.


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