Amidst the news of Omnicom Group and Interpublic Group’s (IPG) merger, IPG agency Deutsch announced it is promoting four department leaders to its C-suite.

Ivan Perez-Armendariz will become chief digital officer; Heide Peper Hays will become chief data and intelligence officer; Diego de la Maza will become chief production officer; and Lauren Tetuan will become chief media officer.

“We would not be the agency we are today without their leadership and vision,” said Deutsch chief executive officer (CEO) Kim Getty in a statement. “They go above and beyond to not only create unignorable and innovative work, but to create a culture every Deutscher is proud to take part in.”

The Los Angeles-based agency said the promotions were in effect before Omnicom’s pending acquisition of IPG, which sold Deutsch New York in January.

Some industry experts believe that consolidation among both holding companies’ creative agencies could be on the horizon, as the combined firm looks to find $750 million in cost savings.

The leaders

Armendariz joined Deutsch in 2019 as evp, head of digital experience. In the role, he built digital experiences like redesigning Taco Bell’s ordering app. He also has been a key leader in the agency’s generative AI initiatives, integrating OpenAI on projects like Snapple’s “fAIct Generator” and PetSmart’s Rescue Writer.

Peper Hays was promoted from her role as evp, head of business intelligence, which she’s held since 2016. With over 20 years of experience across media, brand strategy, research, and data, she built out Deutsch’s data and analytics practice.

As evp, head of production, Diego de la Maza led Deutsch’s integrated production teams and its in-house production company, Steelhead, since joining the agency in 2018. In his role, he led broadcast, film, content, experiential, and print production and built out the agency’s music department.

With over 17 years at Deutsch, Tetuan built Deutsch’s digital media team from the ground up, comprised of programmatic, video, social, and search specialists. She previously served as evp, head of media and led digital planning and buying teams.