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Ikea’s new agency must be compatible with the client’s “non-hierarchical, unconventional, simple and cost-conscious” culture, according to an RFP sent to about 20 agencies last week.
Cost issues may be especially important. Com pen sation disputes played a role in Carmichael Lynch’s decision not to de fend the business, sources said. Similar issues were a factor in Ikea’s split with its previous agency, Deutsch in New York.
Ikea and the Minneapolis incumbent agreed to part late last month, following a 10-month relationship.
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