IKEA Set To Pitch Creative Account, As It Looks For A Smaller, Nimbler Agency

IKEA Set To Pitch Creative Account, As It Looks For A Smaller, Nimbler Agency
B&T Magazine
By B&T Magazine



Swedish flatpack maestros, IKEA, is set to pitch its creative account across both its Australia and New Zealand divisions, B&T understands.

All of the brand’s creative is currently handled by The Monkeys, who won the business way back in 2010.

However, B&T understands IKEA is on the lookout for a smaller, nimbler agency and those with a strong digital focus have been singled out.

It’s unclear if The Monkeys will re-pitch for the business and B&T has contacted the agency for comment.

IKEA’s $10 million annual media spend is presently handled by Mindshare and B&T understands that will not be affected.

The Swedish chain presently has 10 stores in Australia, but has outlined plans to increase that to as many as 40 over the next decade.

In 2017, sales in Australia topped the billion mark for the year.

In February last year, IKEA appointed a new Australian CEO, Finnish-born Jan Gardberg, who detailed plans to actively take share from the likes of Harvey Norman, Freedom and Fantastic Furniture.

“Over the next few years we plan to significantly increase our presence in Australia through more stores, pick up locations and online shopping,” Gardberg said at the time of his appointment.

“Leading with quality and affordable home furnishings, our aim is to be the leader in life at home,” he said.




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