IKEA Returns to Deutsch With $60M Account

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IKEA returned to the arms of 11-year agency Deutsch Inc., New York, after stints with other shops after 2000 failed to move the needle for the Swedish home furnishings discounter.


The Interpublic Group of Companies Inc. agency begins work on the $60 million account with marketing and advertising to support IKEA's 26 U.S. stores and eight others that open soon. Deutsch also will support IKEA's in-house staff for interactive marketing efforts.


IKEA's return to Deutsch comes soon after Linda Sawyer was named CEO of the agency. She first handled the account in 1987-88 when she worked for IKEA's agency at the time, Goldberg & Marchesano in Washington. Deutsch won the account in 1989 and lost it 11 years later to Interpublic's Carmichael Lynch, Minneapolis.


A year into Carmichael Lynch's stewardship, IKEA moved its business to MDC Partners' Crispin Porter + Bogusky. The account moved again in 2004 to Secret Weapon, Los Angeles. Independent Horizon Media continues to buy and plan U.S. media for the retailer.


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