Ikea Readies Creative Review

LOS ANGELES Ikea North America plans to start a review for the creative portion of its ad account in “three to four weeks,” said Matti Naar, the company’s director of marketing. Estimated billings are $45-50 million.

The Swedish furniture chain split with independent Secret Weapon Marketing in Santa Monica, Calif., last week [Adweek Online, Nov. 18]. The agency had handled the account for one year and said it resigned the business because Ikea had used few of its ideas in campaigns.

Secret Weapon will stay aboard for the next few weeks in order to ensure a “smooth transition,” Naar said.

Ikea has not addressed specific reasons why the relationship soured.

The company has not yet decided if a search consultant will be involved, Naar said.

“We have a list [of shops] which is still not 100 percent ready,” Naar said. All agencies are based in the U.S. Location and size are not strict criteria for inclusion. Rather, the client is looking “more to find someone who fits with Ikea’s new global direction” which is still in development, Naar said.

Prior to Secret Weapon, the client worked with the Los Angeles office of Miami-based MDC Partners’ shop Crispin Porter + Bogusky. That outpost has since been closed.

Media chores, handled by independent Horizon Media in Los Angeles and New York, are not part of the upcoming review.