Advertiser> Ikea

Based: Humlabaek, Denmark

Agency: Crispin Porter + Bogusky, Miami - US. Each country employs a local agency.

Account size: North American account approximately $40 million US. "A large percentage" dedicated to TV.

Strategies: "Ikea works with many different media. The interactive component is thriving with nearly 25 million visits a year to the North American website."

Advertising philosophy: "Breakthrough. That best describes what we try to do in order to be seen and to touch people. This means challenging conventions in both media and message."

Commercial forte: Comedy, comedy, comedy. Not necessarily slapstick, but always engaging.

Awards: 2003 Cannes Grand Prix, Grand Clio.

What's next: "We are constantly looking at new ways to channel and express our message. TV will continue to be dominant, but we will no doubt work on surprising consumers wherever possible."

Boards rock-o-meter: 9/10 - Consistently surprising, plus we love the surly Swede.

WEBFILES:
Ikea> http://www.ikea.com