It's a Fashion First for Ikea

“Furniture as fashion” sums up 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, the agency’s director of planning and research. “So why shouldn’t my couch and sofa be fashion?”

Strategic planning, not creative director Alex Bogusky’s high-flying advertising, was key to CP+B’s victory, sources said. “Our assignment was to redefine how North Americans think about home furnishings,” said Christian Mathieu, Ikea’s external marketing director, U.S.