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Ikea to launch in Portugal

By Published on .

[Madrid] Ikea will pick an agency in July to handle its launch in Portugal, where the first Ikea store is due to open in March 2004. Known for highly creative advertising by locally chosen agencies, Ikea has short-listed four in Portugal: Publicis' Leo Burnett Worldwide, Omnicom's TBWA and BBDO, and Cordiant's Bates. Madrid-based search consultant Grupo Consultores is handling the pitch. Separately, Ikea executive decided that Danish ad agencies were too traditional and too expensive to handle its $6 million account in Denmark. The business, formerly at Grey Global Group's Copenhagen-based Robert/Boisen, went outside the country to Welcome to Orange County, a shop based in Mallorca, Spain.
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