NEWS: St Luke’s picks up pounds 4m Ikea

Ikea, the Swedish furniture retailer, has chosen St Luke’s to take its advertising forward in Britain and help develop stronger characteristics for the brand.

Ikea, the Swedish furniture retailer, has chosen St Luke’s to take its

advertising forward in Britain and help develop stronger characteristics

for the brand.



The pounds 4 million account will include both creative work and media

planning. St Luke’s beat Bartle Bogle Hegarty, Duckworth Finn Grubb

Waters and Mellors Reay to the business. Ikea is the agency’s first

major win since buying itself out of the Chiat Day network last year

(Campaign, 5 October 1995).



Media buying has not yet been assigned, but the Media Business, which

pitched alongside St Luke’s, has been tipped to land the task. BBJ Media

Services pitched in tandem with Duckworth Finn, while MediaCom pitched

beside Mellors Reay and Motive was BBH’s media partner. A decision on

media is expected within ten days.



Abbott Mead Vickers BBDO, the agency which launched Ikea in the UK eight

years ago and Ikea’s incumbent since, declined to take part in the

pitch. The account will change hands in April.



The marketing director of St Luke’s, David Abraham, commented: ‘The

culture there was a great fit with ours, and Ikea loved what we

recommended at the pitch.’



He added that the win was also a vindication for St Luke’s ‘virtual’ way

of working. St Luke’s has ditched traditional offices and rigid

departments in favour of a ‘swarming’ method of dealing with briefs

since it relaunched after breaking free from Chiat Day.



Hilary Pepler, communications manager of Ikea UK, said: ‘AMV helped us

get on the map in the UK market and we have enjoyed our association with

it. But recently we wanted to take fresh views on how to develop our

brand in a competitive marketplace. St Luke’s best understood how to

maximise the future potential of Ikea.’



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