[8][9] In 1999, the company announced dRush, a joint venture between Deutsch and hip-hop entrepreneur Russell Simmons' Rush Communications, focusing on marketing to young consumers.

[citation needed] Also in October, Deutsch merged with IPG's Lowe & Partners agency to become the North American hub of the group, with Sawyer as the combined entity's CEO.

[16][17][18] The agency has invested in building up its data and technology services, including a recent focus on artificial intelligence, as well as media capabilities.

[5] In 30 March 1994, Furniture retailer IKEA aired a Deutsch-produced ad, titled Dining Room, that was considered the first mainstream depiction of identifiable, gay characters.

[19][20] In 2013 Deutsch created a live, three-day, Twitter adaptation and broadcast of TNT’s 1940s crime drama, “Mob City,” incorporating new ideas for digital storytelling and generating online advocacy.

The campaign involved taking art from Kibera, one of the most violent slums in Kenya, auctioning to the highest bidder,[22][23] and using the proceeds to fund clean-water and sanitation systems in the region.

[24] In 2016, Deutsch created an award-winning campaign billed as "The First Ever Pinterest Yard Sale" for paint manufacturer Sherwin-Williams’ Krylon brand.