Rippling Appoints Deutsch as Global Paid Media Agency of Record

Rippling, the AI-native workforce management platform, has appointed Deutsch as its global paid media agency of record. The partnership will lead Rippling's top-of-funnel brand and paid media strategy worldwide as the company transforms the category it helped define: a single platform that unifies HR, IT, Finance, and Payroll on one source of truth and puts AI to work across all of it.

Rippling was built as a compound startup, with every product running on a single, unified system of employee data rather than a patchwork of disconnected tools. That architecture is now the company's decisive AI advantage. Because AI is only as useful as the data beneath it, Rippling's unified data layer allows the platform to automate and act across the entire workforce, not just answer questions inside a single app. Where much of the market is retrofitting AI onto legacy point solutions, Rippling was designed for it from the start.

In the agency's new role, Deutsch will lead global paid media strategy, planning and buying, complemented by custom audience strategy and ongoing analytics, while partnering with Rippling on integrated campaign development designed to elevate the brand and expand its reach. Work is already underway, including Rippling's new national video campaign across linear, connected TV and major sports programming, alongside international campaigns in key markets including the United Kingdom, Ireland and Singapore.

As Rippling continues to expand internationally and deepen its enterprise focus, the partnership is designed to unify the company's brand voice, deepen visibility among enterprise decision-makers, and strengthen its position in an increasingly competitive market with AI capabilities at the centre of the story.

“We chose Deutsch because we need a partner who matches our ambition: to build a
global enterprise brand around a platform redefining how businesses manage their workforce in the AI era, bringing HR, IT, finance and payroll together on a single intelligent system,” said Neel Murthy, vice president of growth marketing at Rippling. “Deutsch will help us effectively bring that story to market with the clarity, creativity and distribution that this next phase demands.”

"From day one, it was clear Rippling has something rare: a category-defining product, a bold perspective on AI and an ambition to reshape how businesses operate," said Lauren Tetuan, chief media officer at Deutsch. "We're joining at a pivotal moment in the company's trajectory. Our job is to help accelerate that momentum, build an enduring brand and challenge the conventions of the category along the way."