Ikea hands Anomaly global brief for sustainability platform

Ikea has hired Anomaly to create a global campaigning platform that will focus on the furniture retailer's sustainability initiatives.

An Ikea sustainability campaign from 2014
An Ikea sustainability campaign from 2014

Anomaly won the business during a competitive pitch process. The win will not impact Ikea’s relationships with its other agencies of record.

The platform is expected to include film content and the project will last at least three years and will include creative from across Anomaly’s global offices.

Engin Celikbas, chief executive and partner, at Anomaly Amsterdam, said his agency has been "truly inspired by Ikea’s commitment to create a better life for the many".

Anomaly Amsterdam’s executive creative director Fabian Berglund added that as a Swede it was a "dream come true" to have the opportunity to "work with the company that founded the idea of democratic design".

Both global and regional Ikea teams will brief Anomaly on sustainable activity over the course of the three years.

Claudia Willvonseder, global marketing and communication manager at Ikea Group, said: "In Anomaly, we have found a creative partner that brings an integrated approach to our global and local communications work."

Ikea places great emphasis on its sustainability credentials and claims that it sent zero waste to landfill in the UK for the first tie in 2016.

The brand’s sustainability chief Steve Howard also made headlines last year when he said the West had reached ‘peak home furnishings’.

He added that Ikea could still double its sales by 2020 despite this and underlined how the ambition was to build a "circular" Ikea where products could be repaired and recycled.