Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
“Furniture as fashion” was the strategy that delivered Ikea’s North American account to Crispin Porter + Bogusky.
“Cars are fashion, clothes are fashion, kitchen appliances are now fashion,” said Tom Birk, director of planning and research at CP+B. “Why shouldn’t my couch and sofa be fashion?”
The Miami shop swept the review committee’s votes, Ikea sources said, defeating finalists Berlin Cameron/Red Cell, New York, and Goodby, Silverstein & Partners, San Francisco, to win the estimated $40-50 million account.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in