- David Gianatasio

With an eye toward integrating its general-market and Hispanic creative, home furnishings giant Ikea has hired consultancy Pile + Co. in Boston to oversee a review of its domestic chores.

The client spent $47 million in U.S. measured media in the first eight months of 2009 after spending $94 million on ads during all of 2008, per Nielsen.

Interpublic Group's Deutsch in New York and independent Anita Santiago Advertising of Santa Monica, Calif., which respectively handle general-market and Hispanic duties for Ikea, have been invited to participate, the client said.

Deutsch has served as lead agency since 2006, when it reclaimed the business it handled for a decade after a short break with the client.

The creative review process will finish by the end of Q1 2010, according to Pile + Co.

"Ikea U.S. is tasked with driving the business in an unprecedented way. Consequently, having strong, consistent and relevant communications will become even more critical to delivering to that task" said Leontyne Green, the client's marketing manager, in a statement.

The company indicated that it is attempting to identify areas for improved communications effectiveness and efficiencies. What's more, integration of general market and Hispanic creative could give Ikea "the best opportunity to develop breakthrough messaging and establish a more integrated approach to marketing communications," the company said.

Domestic media duties are held by WPP Group's Mediaedge:cia, though Ikea is nearing the conclusion of a lengthy global media review in which MEC is participating along with sibling Mediacom, which works for the company overseas.

Ikea has more than 300 locations in 37 countries, including 37 stores in the U.S.