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Contenders for Ikea’s $30-40 million ad account are likely to face a three-month, labor-intensive pro cess that will include detailed creative assignments, sources said.
Ikea and Minne apolis shop Car mi chael Lynch agreed to part last week after a 10-month relationship. Both sides said new management at the Plymouth Meeting, Pa., client led to the breakup.
“It’s not a critique of the past. It’s more increased pres sure for the future that led us to this decision,” said Chris tian Mathieu, who worked with Ikea in Germany before taking over as external marketing manager, Ikea USA/Canada in September.
Mathieu said he won’t limit his search to full-service agencies, but the winning shop must provide relationship marketing and interactive capabilities itself or via partnerships.
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