Irreconcilable Differences Belong In Divorce Court

Crispin Porter + Bogusky has resigned the Ikea account, citing irreconcilable differences over the company’s marketing plan, according to Adweek.
“For quite some time, it has been clear to us that we do not share the same vision for Ikea’s business,” CP+B said in a statement on Monday. “While we pride ourselves on the longevity of our client relationships, we also believe that it is in neither parties best interest to continue this relationship.”
In 2003, CP+B won the Grand Prix at the International Advertising Festival at Cannes for an Ikea TV spot called “Lamp.”
Which begs the question, how does an agency go from the industry’s top honor to irreconcilable differences in a year’s time?
1) The agency thinks too highly of itself.
2) The client does not respect the value the agency brings.
CP+B, or the kids from Coconut Grove, as I like to refer to them, are some of the top creatives in the game today. I respect their abilities. Yet, I think we’re beginning to see some “creative for creative’s sake” from this shop. Their work for Burger King is the clearest indication to date. It’s attention grabbing and funny in places, but what does it say about BK’s brand promise? Nada. “Have it your way,” may not have landed anyone in the Copywriter’s Hall of Fame, but it said something about BK and provided the consumer a clear point-of-difference.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.