“We wanted a partner that could really help us build our first-party data, drive more targeted addressable media, and fuse creative and media strategy and execution on our lead brands,” he said.

The brand tasked the agencies with three briefs designed to evaluate their use of first-party data, capabilities in local media solutions, and approach to small-brand, small-budget media planning.

Despite having an existing relationship with the brand, Tombras said the pitch process was still challenging.

“We do our best work when we’re full-service,” said Tombras. “It’s been said before that the original sin of the industry was splitting up creative and media, and we’ve never subscribed to that.”

A win for Deutsch

Kleinman said he was impressed by Tombras’ “brain power” and the agency’s ID platform, calling it a “huge asset.” 

“[The team] brought very smart solutions to both audience targeting, addressable media, dynamic creative optimization (DCO), and creative ideas to drive cut through with our media investment,” he said.

For Tombras, working with Deutsch on the creative and media sides enables it to hone in on DCO and media-driven creative ideas. 

The Deutsch Family Wine and Spirits win adds to Tombras’ robust media roster, which includes Sally Beauty, Fresh Direct, PODS, Great Clips, Altar’d State, LaserAway, and RE/MAX. 

According to Tombras, combined spending across all its media clients exceeds $800 million.