IKEA ditches Canadian agency for Canada but picks it for germany

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TORONTO -- Roche Macaulay & Partners Advertising of Toronto, which lost the bulk of the IKEA Canada business ($6m) in the Swedish retailer's consolidation of its $40 North American account into Deutsch New York last week, has picked up a larger assignment - as lead agency for IKEA Germany.

Roche Macaulay will work with Grabarz & Partners of Hamburg which handles IKEA Germany's magazine work. Germany is IKEA's biggest market with media spending of more than $50m. Roche Macaulay has already worked with IKEA Germany when it created 14 30-second TV spots last fall, the company's first television ads.

Copyright April 1997, Crain Communications Inc.

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