Global advertising agency Deutsch has secured the global paid media strategy, planning and buying account for Rippling, the AI-native workforce management platform.

The account, estimated by Convergence at about $15 million in digital media spend, will see Deutsch lead Rippling’s paid media efforts across key international markets.

Rippling brings human resources, information technology, finance and payroll functions together on a single data layer, positioning the platform as an integrated solution for businesses managing their workforce.

Beyond media strategy, Deutsch will be responsible for custom audience strategy and ongoing analytics, while working with Rippling on integrated campaigns designed to strengthen the brand’s presence across markets.

Commenting on the appointment, Neel Murthy, Vice President of Growth Marketing at Rippling, said the company selected Deutsch because of the agency’s ability to match its ambition of building a global enterprise brand around its technology platform.

“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,” Murthy said.

According to him, Deutsch will help the company take that proposition to market through a combination of “clarity, creativity and distribution” as Rippling enters its next phase of growth.

The partnership is already moving into execution, with work underway on a new national video campaign that will run across linear television, connected TV and major sports programming.

The campaign will also support Rippling’s expansion beyond the United States, with the United Kingdom, Ireland and Singapore identified among the key global markets being targeted.

For Lauren Tetuan, Chief Media Officer at Deutsch, the appointment comes at an important stage in Rippling’s growth and presents an opportunity for the agency to help redefine how the company competes in the workforce management category.

“Rippling wants to reshape how businesses operate. We are joining at a pivotal moment in the company’s trajectory,” Tetuan said.

She added that Deutsch’s role would be to “help accelerate that momentum, build an enduring brand and challenge the conventions of the category along the way.”

The Rippling win adds to Deutsch’s growing portfolio of major brands, which includes Taco Bell, Dr Pepper, Snapple and Turo, further strengthening the agency’s position across brand, media and integrated marketing communications.

For Rippling, the partnership comes as the company seeks to deepen its global profile and communicate the value of bringing traditionally separate workforce functions together through an AI-driven platform.