Agency.com expands Ikea business with above-the-line and DM acquisitions

Agency.com has extended its hold on the Ikea account by picking up the above-the-line and direct marketing briefs without a pitch.

The appointment sees the digital shop take the lead agency role for the Swedish furniture brand. It will be responsible for TV, print, outdoor and digital communications. The above-the-line account was most recently handled by the Danish agency RBLM.

Agency.com was appointed by Ikea in June last year to handle its eCRM and in-store plasma screens activity, in a bid to align its online and in-store strategies. The agency is understood to have created a press and outdoor campaign for Ikea's kitchen range, which will roll out this week. Ikea has a famous advertising heritage, with memorable campaigns produced by St Luke's and Karmarama in the past.

A spokesman for Ikea explained that both Agency.com and RBLM could handle above-the-line projects in the future.

- Comment, page 36.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).