Swedish-headquartered home furnisher Ikea yesterday announced it was reviewing its $40 million US creative, media, direct marketing and interactive accounts.

Deutsch of New York, incumbent for 11 years, has refused to participate. Vonda LePage from the agency claimed it would “stand by the great strategic and creative work that we've done to help make Ikea a household name”.

However, Ikea North America’s marketing manager Joakim Gip attributed the move to a “revitalization of our communication program”. Boston’s Pile and Company will handle the review.

News source: New York Times