IKEA Home Furnishings has consolidated the creative and media planning portions of its us$40 million North American advertising account with Deutsch New York.

A decision on the consolidation of its North American media buying assignment is expected soon.

Roche Macaulay & Partners Advertising of Toronto lost the bulk of the IKEA Canada business but has landed the larger plum assignment as lead agency for IKEA Germany.

Germany is ikea’s largest market with 25 stores and media spending of more than $70 million.

Roche Macaulay will be working with Grabarz & Partners of Hamburg, the agency that handles the magazine portion of the IKEA Germany account.

The Toronto agency has not decided what form its presence in Germany will take and is assessing whether to be based in Hamburg with Grabarz, or in Frankfurt, where Lowe Group has an office and the ikea head office is located.

Roche Macaulay began its relationship with IKEA Germany last fall when it created the 14 30-second commercials that were the company’s first foray into television.

According to Roche Macaulay, the win increases the agency’s annual billings to $90 million.

The first new campaign from Deutsch is expected early September.