DIRECTV Names Deutsch as Creative Agency of Record; deutschMedia Will Also Assume Brand Media Responsibilities

Business Wire, Feb 8, 2006

EL SEGUNDO, Calif. -- DIRECTV, Inc., the nation's leading digital television service provider, has named Deutsch Inc. as the creative and media agency-of-record.

Deutsch will handle all creative responsibilities covering a broad range of consumer communications including television, radio, print and more - both on a national and local basis. Deutsch originally worked on the DIRECTV business from 2000 to 2004. The previous agency-of-record was BBDO, New York.

Media responsibilities will shift from Omnicom's OMD media network to deutschMedia. Deutsch's Los Angeles and New York offices will work in tandem on the DIRECTV business.

"The plan is straightforward. We want to clearly establish the DIRECTV brand as the best television experience in the world while simultaneously driving profitable growth day-in and day-out," said Paul Guyardo, executive vice president and chief marketing officer, DIRECTV, Inc. "We've selected Deutsch because the agency has what it takes to help us do exactly that. They have a thorough understanding of our business, a great track record at building brands and the retail-minded flexibility to execute in a rapidly shifting, highly competitive environment."

"We've done some of our most memorable, and frankly, some of the industry's most recognizable work for DIRECTV. Together we built a world-class brand and we've been longing to re-establish this relationship from the day we parted ways," said Eric Hirshberg, president/chief creative officer of Deutsch. "We couldn't be more thrilled to be working with Paul and his team. They have the vision to take the brand to new heights."

About DIRECTV

DIRECTV is the nation's leading digital television service provider with more than 15 million customers. DIRECTV, the Cyclone Design logo are registered trademarks of DIRECTV, Inc. DIRECTV (NYSE:DTV), a world-leading provider of digital multichannel television entertainment services, is approximately 34 percent owned by News Corporation Ltd.

About Deutsch Inc.

Deutsch Inc. is a full-service integrated marketing and communications company. Part of the Interpublic Group of Companies (NYSE:IPG), Deutsch works with blue-chip clients including Johnson & Johnson, Chevrolet Motorsports and Major League Baseball, IKEA, Expedia, Novartis, T.G.I. Friday's, Old Navy and Starwood Hotels & Resorts. Deutsch offers clients an array of services including advertising, direct marketing (directDeutsch), Interactive (iDeutsch), media buying and planning (deutschMedia), design (designDeutsch), public relations, promotions, and events (Deutsch PR and Promotions) and branded entertainment offering Media Bridge Entertainment (MBE).