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Ikea’s new agency must be compatible with the “non-hierarchical, unconventional, simple and cost-conscious” culture of the client, according to sources who re-ceived a proposal request sent to about 20 agencies last week.
The last quality may be especially important. Compensation disputes played a role in Carmichael Lynch’s decision not to defend the business, sources said. Similar issues played a role in Ikea’s split with its previous agency, Deutsch in New York.
Ikea and the Minneapolis incumbent agreed to part late last month after a 10-month relationship.
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