Back to work
Well, we thought we could spend a quiet holiday weekend but word has gotten out and there’s a lot of emails to be answered and links to be posted so here goes.
“Ikea Readies Creative Review
will be involved.
LOS ANGELES Ikea North America plans to start a review
for the creative portion of its ad account in “three to four weeks,” said Matti
Naar, the company’s director of marketing. Estimated billings are $45-50
million.
The Swedish furniture chain split with independent Secret Weapon
Marketing in Santa Monica, Calif., last week [Adweek Online, Nov. 18]. The
agency had handled the account for one year and said it resigned the business
because Ikea had used few of its ideas in campaigns.
Secret Weapon will
stay aboard for the next few weeks in order to ensure a “smooth transition,”
Naar said.
Ikea has not addressed specific reasons why the relationship
soured.
The company has not yet decided if a search consultant will be
involved, Naar said.
“We have a list [of shops] which is still not 100
percent ready,” Naar said. All agencies are based in the U.S. Location and size
are not strict criteria for inclusion. Rather, the client is looking “more to
find someone who fits with Ikea’s new global direction” which is still in
development, Naar said….”
[Thanks Darren!] Image: ABF
