GEORGE WAYNE Q & A

Donny Deutsch on selling himself

FOR DETAILS, SEE CREDITS PAGE

Being the head of one of Madison Avenue's hottest ad agencies didn't satisfy Donny Deutsch, so the chairman and C.E.O. of Deutsch, Inc., went out and landed himself a talk show on CNBC: The Big Idea with Donny Deutsch. Our correspondent checks in with Deutsch to debate the merits of bodybuilding, Jon Bon Jovi, and attempting to beat Larry King at his own game.

George Wayne:So what's your Plan B for Brad and Jen?

Donny Deutsch: I think Brad and Jen will be just fine. My fascination is only because it's like the best-looking boy and the cutest girl in the class broke up. You know, it's that high-school-gossip thing.

G.W.Where do you get off thinking that you are the post-millennial Charlie Rose?

D.D. I think that there is a wonderful opportunity on television. With all of the 5,000 channels, there are really only two long-format interview shows—Charlie Rose and Larry King. And they've been on for a long time; they are both wonderful, but I think there is a chance to do something with a little bit more of a contemporary flair, a little edgier, and that's what we are trying to do. And it's already working. There is a lot of really good buzz about it.

G.W.Your critics say you must decide. Does he want to create advertising? Or does he want to be in showbiz?

D.D. I actually think the two are related. If you look at the history of Larry King, he was a D.J. My background is the perfect training ground for a talk show about pop culture. Talking to interesting people, newsmakers—that helps with maintaining my edge as a top guy in the advertising business. I think it keeps me fresh.

G.W.Gosh, you are so buffed! You look like one of those Chelsea queens. Are you a Chelsea queen?

D.D. No, funny that you should say that, as I am very straight. But we do have a large gay population at this agency. We call them the gods—"the gays of Deutsch." Any guy who is in good shape, or has any sense of style, is automatically assumed to be gay, but I am exceptionally straight. But I take it as a great compliment.

G.W.Dude, where does one get tits like yours?

D.D. I try and work out four days a week with a trainer. I also try to run four days a week. People aren't used to seeing very successful businesspeople who are also in shape. I happen to think it's a lot of fun.

G.W. Well, you yourself have declared that you have "the best body of any C.E.O. in advertising

D.D. I was just being a goofball.

G.W. You've got the body and the booty, after all, and you cashed out big-time when you sold your agency for trillions.

D.D. The great thing about having a lot of money is that you don't worry about money.

G.W. Don't you think that being a celebrity advertising spokesperson in America is harmful to one's acting career?

D.D. The historical thinking was that, if you were an A-lister, doing a TV ad denigrated your superstar status. So the celebrities usually went to Japan to make a quick $5 million for a day, and didn't worry about tarnishing the image. That's changing. Catherine Zeta-Jones may be one of the reasons.

G.W. What kind of guy were you in college?

D.D. I had big hair, I wore clogs.

G.W. You wore clogs?! You are gay! D.D. I'm not gay! In 1979 those were very much in style.

G.W. Who has been one of the most memorable guests on the show?

D.D. I love Jon Bon Jovi.

G.W. What's this infatuation with Bon Jovi?! D.D. I'm just so impressed with him.

G.W. Oh, please. He was one of my worst interviews; actually, it was a great interview. He was obviously having a bad hair day.

D.D. I'm really having fun. I think my show is destined to become a must-stop for the future. G.W. Mitsubishi was a blue-chip client who bailed on Deutsch advertising. The timing caused a stir, and it was unquestionably a result of Donny Deutsch—not the chairman-chief executive of Deutsch advertising but the Donny Deutsch dressed in black, buffed and powder-puffed, with his self-promoting TV show. D.D. Why is it a self-promoting TV show? You don't say that about Larry King. I have my own talk show. So what? As far as those agency accounts go, that was mere coincidence. A bizarre coincidence. We still have major clients: Johnson & Johnson, Coors, Novartis, Old Navy.

G.W. So what do you say to the critics of your double life? The Madison Avenue naysayers who dismiss you as a part-time celebrity?

D.D. They're just jealous, so what? The day they stop being jealous, I've got problems.

G.W.Thank you, Mr. Deutsch.