WPP Group’s Ogilvy & Mather in New York has won the Ikea account following a review, the client has confirmed. Annual ad spending is $85-90 million, per Nielsen.
The other shops remaining in the final round were the New York offices of WPP’s Berlin Cameron United, Havas’ Euro RSCG and Publicis Groupe’s The Kaplan Thaler Group.
The incumbent, IPG’s Deutsch in New York, exited just two weeks before final presentations.
Pile + Co., the consulting firm in Boston, managed the review process for the Swedish furniture chain.
Deutsch was Ikea’s lead creative agency from 1989 until 2000 and welcomed back the business in early 2006.
The account includes both general-market and Hispanic-targeted efforts. For the Hispanic piece of the account, Ogilvy teamed up to pitch with sibling shop SCPF in Miami.
Hispanic chores have been handled by independent Anita Santiago Advertising in Santa Monica, Calif.
Media duties were not in play and remain at WPP Group’s Mediaedge:cia in New York. Ikea previously reviewed its media duties globally and MEC retained the U.S. portion of the account.