Agencies line up for Ikea DM business

LONDON - Ikea has called a pitch as it looks for an agency to handle its direct marketing account.

Ikea: holding DM review
Ikea: holding DM review

The Swedish furniture manufacturer has issued an RFI to a number of agencies, with a view to appointing its first dedicated DM agency in the next few months. The pro­cess is being handled by the AAR.

The appointed agency will handle all forthcoming DM campaigns, as well as help to develop the com­pany's loyalty scheme, Ikea Family, which has been running since 2002.

News of the pitch comes four months after Ikea shifted its £8m advertising business from Beattie McGuinness Bungay to Mother. The move marked the end of a two-and-a-half-year relationship between BMB and Ikea.

The agency rolled out its final campaign for the brand last month, which included a TV ad that saw the Ikea Kitchen Squad destroy and rebuild a kitchen in front of an unsuspecting owner.

In November 2009, the retailer appointed Vizeum to handle its global media planning and buying.