Ikea Taps Ogilvy for Communications Account

Shop's Hispanic Partner SCPF Will Also Work on Biz

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NEW YORK (AdAge.com) -- Ikea has selected Ogilvy & Mather to handle its integrated-communications account. Ogilvy's Hispanic partner, SCPF, will also work on the account.

Berlin Cameron United, Euro RSCG and Kaplan Thaler Group also pitched for the business. Pile & Co. ran the review.

Deutsch, the incumbent, bowed out of the race last month, citing "philosophical differences." Deutsch had a long history with Ikea. The retailer handed domestic creative duties back to the shop in 2006 after a break from a decade-long stretch of working together.

The move also consolidates the retailers' creative and media accounts with WPP. Mediaedge:cia handles traditional and digital media-planning and -buying duties in the U.S. Ikea spends some $300 million globally.

Ikea announced the review in November, saying at the time that it wanted to integrate general market and Hispanic creative.

"The combination of Ogilvy's strategic insights and creativity will allow us to develop break through messaging and establish a more integrated approach to marketing communications," Leontyne Green, CMO-Ikea U.S., said in a statement.

Omnicom Group's Ketchum handles PR for the home-furnishings retailer.

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