Partners BDDH nets pan-Euro push for Ikea ’workstations’

Partners BDDH has won a slice of pan-European Ikea business after a pitch against several design agencies and brand consultancies.

Partners BDDH has won a slice of pan-European Ikea business after a

pitch against several design agencies and brand consultancies.



The project is to establish Ikea’s ’workstations’ concept, which has

been created to promote the Swedish furniture retailer’s newly merged

home office and professional office departments. Partners BDDH has been

charged with selling the possibilities of creating an attractive working

environment using Ikea products.



St Luke’s hold on the pounds 6 million Ikea account in the UK is not

affected by the appointment of Partners BDDH, which is working with

International Ikea.



Partners BDDH was the only advertising agency asked to pitch for the new

business, and was chosen for its extensive retail experience, which

includes Sainsbury’s Savacentre and Co-op retail.



Advertising will not necessarily form part of the promotional activity

for the Ikea workstations. Partners BDDH is likely to concentrate on

developing alternative communications, such as in-store concepts.



Partners Andrews Aldridge, the direct marketing outfit set up in

conjunction with Partners BDDH, was also involved in the pitch.



St Luke’s won the Ikea account from Abbott Mead Vickers BBDO two years

ago. Its most recent advertising campaign uses the line, ’Stop being so

English.’



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