4A's Agents of Change: What Business Are You In? June 27, 2011

Red Bull makes energy drinks yet they are a major player in the world of entertainment. Blue Man Group is a theatrical performance company, but they’re also opening schools. Google is inventing a driverless car…are they a media company? The Virgin brand is tied to commercial space travel, music, and weddings. How’d that happen?

Many of the companies/brands our industry admires (and wishes to work with) have very fluid definitions of their businesses. Yet, we still define the ‘agency' business in quite a narrow and prosaic way. We will discuss how this needs to change and why it will lead to more and better opportunities for our industry.

About the Speaker
Andrew Deitchman, Co-Founder, Mother New York
Andrew co-founded Mother New York in December 2003. Since then, he and his partners have taken the agency from zero clients and revenue to a thriving creative agency with over 100 employees and clients that include Dell, Coca-Cola, Johnson & Johnson, AB InBev, Virgin Mobile, and NBC Universal, among others. In 2009, Mother New York was named Agency of the Year by Creativity Magazine. Andrew’s diverse career has included media planning, strategic planning, account management, and consulting. He is also an entrepreneur. One year after opening Mother,
Andrew launched Dogmatic Gourmet Sausage System – a high-end fast food concept that started as a cart in the West Village. The Dogmatic cart received excellent reviews from the New York Times, NY Magazine, Timeout, Citysearch, and others and in August of 2008, Dogmatic opened its first store in Manhattan’s Union Square. More locations are in the works. When not at work, Andrew spends time with his wife (a personal trainer with a black belt in Karate), his son Elias, and his Basset Hound named Costello.

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