Money, a Time Inc. monthly magazine on personal finance, named Deutsch Inc., New York, as its agency of record.
The account had no immediate incumbent, though Mullen, a unit of Interpublic Group of Companies Inc.'s The Partnership, handled it in the 1990s. Deutsch is also part of New York-based Interpublic.
Deutsch is to develop a trade communications program that covers advertising in trade publications like Advertising Age and Adweek, direct and interactive marketing, and media planning and buying. Billings were not disclosed.
Money's ads will aim to sway agency media professionals to consider the book in their planning and buying processes. Introduced 31 years ago with a starting circulation of 225,000, Money now claims paid circulation of 1.9 million per issue and a monthly readership of 8 million.
Money's win boosts Deutsch's capitalized billings, last standing at $2.4 billion for 2002. Agency clients include Snapple, Coors, DirecTV, MCI, Mitsubishi Motors North America, Monster, Revlon and Tommy Hilfiger.
