Ikea, the Swedish furniture retailer, has chosen St Luke’s to take its
advertising forward in Britain and help develop stronger characteristics
for the brand.
The pounds 4 million account will include both creative work and media
planning. St Luke’s beat Bartle Bogle Hegarty, Duckworth Finn Grubb
Waters and Mellors Reay to the business. Ikea is the agency’s first
major win since buying itself out of the Chiat Day network last year
(Campaign, 5 October 1995).
Media buying has not yet been assigned, but the Media Business, which
pitched alongside St Luke’s, has been tipped to land the task. BBJ Media
Services pitched in tandem with Duckworth Finn, while MediaCom pitched
beside Mellors Reay and Motive was BBH’s media partner. A decision on
media is expected within ten days.
Abbott Mead Vickers BBDO, the agency which launched Ikea in the UK eight
years ago and Ikea’s incumbent since, declined to take part in the
pitch. The account will change hands in April.
The marketing director of St Luke’s, David Abraham, commented: ‘The
culture there was a great fit with ours, and Ikea loved what we
recommended at the pitch.’
He added that the win was also a vindication for St Luke’s ‘virtual’ way
of working. St Luke’s has ditched traditional offices and rigid
departments in favour of a ‘swarming’ method of dealing with briefs
since it relaunched after breaking free from Chiat Day.
Hilary Pepler, communications manager of Ikea UK, said: ‘AMV helped us
get on the map in the UK market and we have enjoyed our association with
it. But recently we wanted to take fresh views on how to develop our
brand in a competitive marketplace. St Luke’s best understood how to
maximise the future potential of Ikea.’