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CHICAGO–Contenders for Ikea’s $30-40 million ad account are likely to face a three-month, labor-intensive process that will include detailed creative assignments, sources said.
Ikea and Minneapolis shop Carmichael 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 pressure for the future that led us to this decision,” said Christian Mathieu, who worked with Ikea in Germany before taking over as external marketing manager, Ikea USA/Canada in September.
Mathieu
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