Partners BDDH has won a slice of pan-European Ikea business after a
pitch against several design agencies and brand consultancies.
The project is to establish Ikea’s ’workstations’ concept, which has
been created to promote the Swedish furniture retailer’s newly merged
home office and professional office departments. Partners BDDH has been
charged with selling the possibilities of creating an attractive working
environment using Ikea products.
St Luke’s hold on the pounds 6 million Ikea account in the UK is not
affected by the appointment of Partners BDDH, which is working with
International Ikea.
Partners BDDH was the only advertising agency asked to pitch for the new
business, and was chosen for its extensive retail experience, which
includes Sainsbury’s Savacentre and Co-op retail.
Advertising will not necessarily form part of the promotional activity
for the Ikea workstations. Partners BDDH is likely to concentrate on
developing alternative communications, such as in-store concepts.
Partners Andrews Aldridge, the direct marketing outfit set up in
conjunction with Partners BDDH, was also involved in the pitch.
St Luke’s won the Ikea account from Abbott Mead Vickers BBDO two years
ago. Its most recent advertising campaign uses the line, ’Stop being so
English.’
