Ikea Cuts to 3; CL Breaks Last Ad

The three finalists competing for Ikea’s $30-40 million advertising account will be briefed on their assignment later this month, with a decision due in mid-February, sources said.

Goodby, Silverstein & Partners in San Francisco, Ber lin Cameron/Red Cell in New York and Crispin Porter + Bogusky in Miami were chosen as finalists for the retailer’s business late last week, sources said. Cut from the review were Kirshenbaum Bond & Partners in New York, Fallon in Minneapolis and Black Rocket/Euro RSCG in San Francisco. Boston consultancy Pile and Co. is running the review.

The cut comes as Ikea’s outgoing agency, Carmichael Lynch in Minneapolis, breaks its last television work for the retailer, based in Plymouth Meeting, Pa.

CL’s commercial, which begins airing in Ikea markets this week, is a mix of live action and animation and encourages people to “find your style.”

In the ad, an animated, doll-like man and wife with live-action heads are eating dinner. As the man drones on about his day at work, the exasperated woman removes his head and replaces it with a cooler, dreadlocked noggin.

The spot is set to run through Feb. 10.

Although executives at the agency and the company said new management at the client spurred the Ikea review, compensation issues were said to have played a role in CL’s decision not to defend, sources said [Adweek, Dec. 3].