Magazine article ADWEEK

Pete Favat: The Deutsch CCO on Making Ads, Making Furniture and What Keeps Him Up at Night

Magazine article ADWEEK

Pete Favat: The Deutsch CCO on Making Ads, Making Furniture and What Keeps Him Up at Night

Article excerpt

Specs

Age 52

New gig Chief creative officer, Deutsch LA

Old gig CCO, Arnold

How has your perception of your new employer changed in the past few years? The thing I always Loved about Deutsch is how much of a design group they had, how much brand experience they had and how much reliance on strategy they [had]. And I always thought they were really, really competitive players. So after they won Volkswagen--whenever somebody wins Volkswagen, Like when Arnold won Volkswagen--it completely changes the agency. You turn the corner. When Deutsch won Volkswagen, it's Like, these guys are legit. They're really big players now.

What will be the biggest adjustment in living and working in L.A.? My biggest fear was missing the Boston Bruins, Red Sox and Patriots games. And [Deutsch LA integrated production chief] Vic Palumbo, who's from Boston, said, "But you get NESN out here. Don't worry about it. You get all the TV stations." Jeff Goodby has been giving me crap about it because he knows I Love the Red Sox and the Patriots.

You once said that the day never ends and that the hardest thing to do is to turn that off. Still feel that way? Oh, yeah And that's what I'm most excited about. Yes, it's a 24-hour job--at least that's the way I Look at it--and now I'm getting to do it with all new people. I've got to meet with 450 brand-new people who I've never worked with before, 20 new clients I've never worked with before. There's something to that, the energy that's involved. …

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