Ikea Starts Search

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“This one’s a headscratcher,” Deutsch chief executive Donny Deutsch said of last week’s Ikea news in an internal memo to agency staffers.

After 11 years during which Deutsch established Ikea as the destination brand for hip yet functional furniture in the U.S. and Canada, the client put its estimated $40-50 million account in review.

Sources said the review came just weeks after the agency requested a “significant increase” in compensation.

Joakim Gip, Ikea’s external communications manager who is running the review, denied money was an issue.





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