Five Agencies to Pitch for Ikea's Integrated Account

Incumbent Deutsch to Defend Against Berlin Cameron, Euro, Kaplan Thaler and Ogilvy

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NEW YORK ( -- Ikea said today it has invited five agencies to compete for its integrated-communications account. Incumbent Deutsch, Berlin Cameron United, Euro RSCG, Kaplan Thaler Group and Ogilvy & Mather will all participate.

The home-furnishings retailer announced last month that it would be reviewing its creative roster of agencies, as it looks to integrate its general market and Hispanic creative.

Also last month, Ikea completed a media review, sticking with WPP's Mediaedge:cia for its traditional and digital media-planning and -buying duties in the U.S.

Ikea spends some $300 million globally, and its agency roster spans various holding companies: Omnicom Group's Ketchum handles PR; WPP's Mediaedge:cia handles media; and Interpublic Group of Cos.' Deutsch has handled U.S. creative since 2006.

Pile & Co. is running the review. Final presentations are scheduled for early March.

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