DEUTSCH WINS IKEA ADVERTISING ACCOUNT

Work Valued at $60 Million

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NEW YORK (AdAge.com) -- After a rough 2005, Deutsch started the New Year with a bang by winning creative duties for Swedish discount home retailer Ikea. Billings for 2006 are projected at $60 million, an Ikea spokesman said.

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In addition to handling creative, Deutsch will also support Ikea’s in-house team that works on interactive advertising, the spokesman said.

Buzz-generating commercials
This is the second time that Deutsch and Ikea have partnered. Deutsch handled Ikea from 1989 until 2000, and over the course of that relationship created some buzz-generating commercials, including ones that subtly broke social taboos by showing gay and interracial couples living in Ikea-decorated abodes.

Deutsch CEO Linda Sawyer’s history with Ikea dates back even further than the agency she runs. From 1987-88, Ms. Sawyer worked at Washington-based Goldberg & Marchesano, Ikea’s then-agency, and ran the account. Ms. Sawyer moved to Deutsch from Goldberg in 1989, the same year her new employer won Ikea.

Since Ikea and Deutsch split, a number of agencies have handled the company’s creative. The account first moved to Interpublic Group of Cos.' Carmichael Lynch, Minneapolis, which kept the business for less than one year. MDC Partners' Crispin Porter & Bogusky picked up the account in 2002, then split with the retailer in 2004. Secret Weapon, Los Angeles, handled the business for a year, but resigned the account in November.

Horizon Media
Independent Horizon Media buys and plans Ikea’s media in the U.S.

Ikea spent $51 million in measured media in 2004, according to TNS Media Intelligence, and $26 million from January to June of last year.