$60 Mil. Ikea Returns to Deutsch

NEW YORK Swedish furniture retailer Ikea today said it returned creative duties on its $60 million ad account to Interpublic Group’s Deutsch here, two months after parting ways with Secret Weapon Marketing in Santa Monica, Calif.

This marks a remarriage between the Plymouth Meeting, Pa., client and Deutsch, which helped build the brand in the U.S. from 1989 until Ikea called a review in 2000.

The client had previously said it would hold a review for the business [Adweek Online, Nov. 22]. Though a client representative said the shop “talked” to other undisclosed agencies, no full-blown review process was ever launched.

Prior to Secret Weapon, the client worked with the Los Angeles office of Miami-based MDC Partners’ shop Crispin Porter + Bogusky, which won the film Grand Prix at Cannes in 2003 for an Ikea spot called “Lamp.”

Independent Horizon Media in Los Angeles and New York handles media chores.

Pernille Lopez, Ikea’s North American president, said in a statement, “Having been apart for some time, we have both learned and developed. Now we are back together again sharing the same values. Deutsch understands Ikea and its vision to offer a better everyday life for many people.”

Before it became part of IPG in 2000, Deutsch used its work on Ikea as a cornerstone case study in pursuing new business.

“Ikea was a defining account to our agency,” said Linda Sawyer, Deutsch CEO. “We never stopped feeling the kinship between us.”

Deutsch’s past work for Ikea was tagged, “It’s a big country. Somebody has to furnish it,” and some TV executions featured a gay couple shopping for furniture, as well as a newly divorced, single mom.

The client said going forward Deutsch’s marketing plan will include a global communications platform.

Ikea and Secret Weapon split over creative differences. Both agency and client have said the shop chose to end the relationship [Adweek Online, Nov. 18].

Asked why the business has moved so frequently in recent years, the client rep said: “It’s a complex thing, the branding and marketing of a dynamic company. The intitiatives need to be more strategic and creative. Sometimes these directions and opinions can become quite divergent, which is what we’ve been finding. We’re coming to a relationship that has been our longest term and there really is some common ground there.”

Deutsch has offices in New York and Marina del Rey, Calif. Its other clients include Johnson & Johnson, Expedia, Novartis Worldwide, T.G.I. Friday’s, Starwood Hotels & Resorts and Chevrolet.