The agency won him over as he explored opening a consultancy.
Deutsch’s former partner and chief digital officer has joined GALE Partners after doing a U-turn on launching his own consultancy.
Winston Binch, who was with Deutsch for more than seven years, stepped down earlier this year to explore advisory roles to a number of agencies including New York-based MSCHF.
But now he has revealed he is becoming chief brand and experience officer for GALE -- the agency founded by Brad Simms and other former Sapient executives five years ago. Their goal is to bridge the gap between consultancies and creative agencies.
Binch wrote in a LinkedIn blog: "For the last six months, I’ve been doing brand and digital transformation consulting in order to get further upstream with brands and help solve their most complex business problems. Sitting on the inside, I’ve gained a much deeper and clearer appreciation of the pressures facing marketing leaders today and the forces that challenge their success.
"What I now see as fact is that brands need partners who boot up business-first and can help them better understand their data and customers. Yes, creativity and experience matter more than ever, but sustainable business growth only happens when intelligent data, tech, and creative solutions work harmoniously together. Art and science are required in equal parts."
Binch said while GALE is known for its strength in CRM, addressable media, and technology, it’s a business agency at the core and one with deep data and management consulting capabilities, impressive tech chops, a global footprint, and that recognizes the power of brand and experience.
"It’s no wonder they’re working with incredible brands and creating real business change and impact," he said, adding: "In this role, I’ll continue to do transformation consulting but will also lead their brand and experience design capabilities. I’m looking forward to the road ahead."