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“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.
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