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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