Online Exclusive: Account Action

CRISPIN PORTER ENDS IKEA ADVERTISING WORK

Move Follows Continuing Ikea Shift of Business to Other Agencies

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NEW YORK (AdAge.com) -- Crispin Porter & Bogusky said it has resigned the advertising account for Swedish furniture-maker Ikea account, ending a nearly three-year relationship
Ikea has been shifting work away from Crispin Porter & Bogusky.
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that garnered a number of awards for the Miami-based agency.

"For quite some time, it has been clear to us that we do not share the same vision for Ikea's business," the agency said in a written statement. "While we pride ourselves on the longevity of our client relationships, we also believe that it is in neither parties best interest to continue this relationship. As of this time, we have decided to resign the account."

In an e-mailed statement, Ikea said it and Crispin Porter "have been working for some time to resolve differences and it has become obvious to all involved in recent weeks that this move between Ikea and [Crispin Porter] is both the right move to make and to the benefit of both entities."

Ikea shifts work
Ikea has been scaling back its relationship with Crispin Porter. In February it moved its Canadian creative and media-buying work to independent Zig, Toronto, and Aegis Group's Carat, Toronto. The retailer transferred work for four stores in Los Angeles to Santa Monica, Calif.-based independent Secret Weapon, where it also moved its ad work for a Tempe, Ariz., branch three months later.

In its statement Ikea said it would continue to work with agencies Secret Weapon, Anita Santiago Advertising and Horizon Media.

Awards
Since winning Ikea's business in early 2002, Crispin Porter's work for the furniture-maker had won numerous advertising industry awards. Its offbeat "Lamp" spot won the Grand Prix at 2003's International Advertising Festival in Cannes, among other laurels. The body of work contributed to Crispin Porter's reputation as one of the nation's premiere creative shops, a profile that led to its picking up Burger King Corp's creative ad account earlier this year.

Recent accounts
In the past several months Crispin Porter, which is backed by MDC Partners, has become agency of record for Earthlink and Gateway and it has taken on project work for Maxim magazine and Victoria's Secret Pink line.

"Although we never take on work for financial reasons, the addition of these accounts more than make up for the loss of Ikea," the statement said.

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