Deutsch LA Scoops Baskin-Robbins Account

Baskin-Robbins, a unit of Boston-based Allied Domecq, selected Santa Monica-based Deutsch LA as its new advertising agency, replacing Los Angeles-based DMB&B.; Deutsch beat out two heavy-hitting rivals for the $25-million to $35-million account--the Los Angeles office of Foote, Cone & Belding and the Persuasion Group, a unit of Venice-based TBWA Chiat/Day. In interviews, members of Baskin-Robbins’ eight-person review committee said Deutsch, as part of its pitch, took the committee on a bus trip to a Baskin-Robbins store that the agency had made over to dramatize its proposed “magical” advertising campaign theme. Competition for the account was intense because of its size and Baskin-Robbins’ well-known name. In addition, agencies sought a foot in the door at Allied Domecq, which operates the Dunkin’ Donuts and Togo’s Eateries restaurant chains.