ROCHE GAINS LARGER IKEA ACCOUNT
By Adnews Staff
Roche Macaulay & Partners Advertising of Toronto has won the business of IKEA Germany, but lost the Canadian portion of the account. The agency got the Germany business without a review after handling a project for the home furnishings company. According to an independent consumer research company, IKEA's advertising moved from 43rd to 3rd most-liked in Germany during the project. IKEA spends about $90 million a year on advertising in Germany. In addition, IKEA has consolidated its North American advertising with Deutsch Inc. of New York. Roche was the incumbent on the Canadian portion of the account. Canadian media buying will continue to be handled by Media Buying Services of Toronto. IKEA spent up to $7 million on advertising a year in Canada.