Deutsch Out of Ikea Review

Deutsch is out of Ikea’s $90 million creative review, ending its second tour with the Swedish retailer.

The Interpublic Group shop confirmed its exit today, just two weeks before final presentations. The remaining finalists are the New York offices of WPP Group units Ogilvy & Mather and Berlin Cameron United, Havas’ Euro RSCG and Publicis Groupe’s The Kaplan Thaler Group.

Ikea executives briefed the contenders and final pitches are slated for the week of March 8, said sources. Pile + Co. in Boston is managing the process.

Deutsch was Ikea’s lead creative agency from 1989 until 2000 and welcomed back the business in early 2006.

“We have a very rich history with this great client,” said Deutsch New York CEO Val DiFebo. But, DiFebo added, “even in good relationships you have philosophical differences and the time comes when you need to go your separate ways.”

Ikea public relations manager Marty Marston thanked agency execs for the “good work they have contributed over the years.” Marston added that “we are confident that we have four highly qualified agencies to select from as we decide on our communications partner.”

The account includes both general-market and Hispanic-targeted efforts.

Hispanic chores are now at independent Anita Santiago Advertising in Santa Monica, Calif.

Ikea spent more than $90 million in major measured media last year, and nearly $75 million in the first 11 months of 2009, according to Nielsen. Those figures don’t include online spending.

Media duties are not in play and remain at WPP Group’s Mediaedge:cia in New York. Ikea previously reviewed its media duties globally and MEC retained the U.S. portion of the account.