Ilva hunts agencies for £8m creative role

The Danish furniture store Ilva has launched a search for an advertising agency to handle its £8 million above-the-line ad account.

A number of London agencies have been approached directly by the company, and it is understood a shortlist has been drawn up. It is unclear if its incumbent, Isobel, is included in this list.

Ilva, the second-largest furniture retailer in Denmark, launched in the UK in August last year with three stores located in Thurrock, Manchester and Gateshead.

The UK launch was backed with a campaign created by Isobel, which was aimed at taking on the Swedish furniture giant Ikea. Ilva's planned marketing budget is double the £4 million Ikea spent on advertising in 2006.

The advertising was based around the concept of "no 'ish' except stylish", and aimed to position the company as being more upmarket than Ikea.

This was backed with digital ads created by Lean Mean Fighting Machine, which depicted a four-foot-tall version of the word "ish" in a number of everyday scenes.

A Ilva spokesman declined to comment.

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