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Ikea commences agency review

IKEA sign angled

Ikea is meeting with agencies to discuss its advertising requirements as part of a procurement-led review of the company's marketing suppliers.

The retailer has been in touch with agencies in the past week to set up meetings. Ikea’s procurement department is leading the talks.

There has been no decision to escalate the discussions into a pitch and the client is said to be happy with work by its incumbents, which include Vizeum and Mother.

Ikea’s most recent ad campaign, "the wonderful everyday", involves making everyday furnishing needs – such as lighting, beds and storage space – seem magical using fantastical TV spots, which were created by Mother. It was named Campaign’s Campaign of the Year in 2014.

Vizeum won Ikea’s UK media business in 2009 after a final shoot-out against MediaCom. Mother has handled Ikea’s advertising since 2010.

Peter Wright, Ikea’s UK and Ireland marketing manager, said: "We continue to work happily with our agencies but, to be expected for a multinational organisation, our procurement team occasionally reviews suppliers of marketing services."

Source : James Swift -

09 January 2015

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