Views from the C-Suite
“Effort Beats Talent Every Time."- Kim Getty (CEO, Deutsch LA)
By: Lisa Maslovskaya (University of Oklahoma ‘24)
Kim Getty, CEO of Deutsch LA, is a trailblazing advertising and marketing leader who champions equality, mentors young talent, and holds industry leadership positions at USC's Annenberg School, ADCOLOR, and The Paley Center for Media.
Getty never predicted the title of CEO for herself, however her hard work and determination set her up for success. By delivering award-winning work for major brands like Dr. Pepper, Taco Bell, PetSmart, and Walmart, Getty has earned a coveted leadership position in her field.
During her first job while in college at UCLA, Getty learned powerful advertising had “to really connect with people and to make brands matter in ways that are meaningful.”
When the NCAA approved the interim Name, Image, and Likeness (NIL) policy in July of 2021, Getty and her team immediately jumped at the opportunity to integrate current college athletes into the hugely popular Dr. Pepper, “Fansville” ad campaigns.
“Dr. Pepper had a long standing relationship with college football. So there was already a natural relationship with athletes, with the sport and with the fandom,” she said.
The “Fansville” Campaign, launched in 2018, began integrating current college athletes in the Fall of 2021 and is the longest running, most viewed NIL campaign in history. Getty believed the “Fansville” campaign proved how integrating current athletes into advertisements can create meaningful and valuable narratives.
The landmark campaign centers around a fictional town dedicated to college football and Dr Pepper’s role in bringing people together. Prior to NIL, it featured notable former athletes such as Brian Bosworth and Eddie George. Adding current athletes like DJ Uiagalelei, and Heisman Trophy winners Bryce Young and Caleb Williams to the mix seemed like a natural fit.
“Dr. Pepper is a brand that brings people together…And brands, just like people, do that by being themselves. And so I would say authenticity is a really core value for Dr. Pepper,” Getty said.
Dr. Pepper and Deutsch LA value authentic athletes comfortable in their identity. Key performances indicators for measuring an NIL campaigns success include impact on creative work, social conversation, and earned media impressions, as seen in their work with Caleb Williams in the “Fansville” commercials last season.
With over a billion impressions on its launch day last fall, this execution delivered and met Getty’s requirement “that a brand’s values are brought forward.”
“And (Caleb Williams) played a really important role in accomplishing that. We can really see the value in how athletes are showing up and participating as part of the work,” she said.
Getty’s approach to leading and executing is recognized throughout the industry, earning many awards over the course of her career. Getty has been recognized as a Trailblazer by Adweek, one of the Most Powerful Women in Advertising by Business Insider and awarded the American Advertising Federation's Mosaic Award for Career Achievement.
“If you show up really rooted in your own individual accountability and what you can do as a contributor to help your team, that can be really motivating and have a big impact not just on yourself, but others,” she said.
Getty’s advice to college athletes is to make sure you are a fan of the brands that you are working with to make the partnership authentic.
“Don't just look at the dollars, but look past that, recognizing that you're being represented in that work and wanting to feel like that brand represents your values and goals and can help you move forward on the path that you're seeking to follow,” she said.
To hear more from Kim Getty directly check out our full TAB Podcast Interview with her.
Watch the Dr. Pepper “Fansville” Commercials with College Athletes (NIL)
Caleb Williams (2023)
Bryce Young (2022)
DJ Uiagalelei (2021)
Lisa Maslovskaya (University of Oklahoma ‘24) is a Creative Media Production specialist, currently covering political news on Capitol Hill and filming documentaries nationwide. Lisa worked as a cinematographer for PBS series “Eyes of the Storm,” covered Fashion Weeks in Paris and New York and produced content for OKC Thunder (NBA) video production team.
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