IKEA Returns to Deutsch With $60M Account
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.