- Andrew McMains

Ikea has narrowed the field in its creative review to five New York agencies, confirmed Pile + Co., the consultancy managing the process.

Boston-based Pile identified the contenders as WPP Group units Ogilvy & Mather and Berlin Cameron United, Havas' Euro RSCG, Publicis Groupe's The Kaplan Thaler Group and the general-market incumbent, Interpublic Group's Deutsch.

The retailer is expected to brief the contenders in mid-January and final presentations will take place in March, according to sources.

The account includes both general-market and Hispanic-targeted efforts. Hispanic chores are now at independent Anita Santiago Advertising in Santa Monica, Calif.

Ikea spent more than $90 million in major measured media last year, and about $50 million in the first nine months of 2009, according to Nielsen. Those figures don't include online spending.

Media duties at WPP Group's Mediaedge:cia in New York are not part of this review. Ikea previously reviewed its global media duties and retained MEC for the U.S portion of the account.

The creative search began in November and is expected to conclude during the first quarter of 2010.


Nielsen Business Media