Partners BDDH has won a slice of pan-European Ikea business after a pitch against an assortment of design agencies and brand consultancies for a new project from the Swedish furniture retailer. The new project is to establish Ikea's "workstations" concept, which has been created to promote the retailer's newly-merged Home Office and Professional Office departments. Partners BDDH has been charged with selling the possibilities of creating a comfortable and convenient working environment using Ikea products. St Luke's hold on the £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 piece of 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 Ikea workstations. Partners BDDH is more likely to concentrate on developing alternative communications, such as in-store concepts, for the brand. Simon Green, a creative partner at the agency, said: "This is a great win for us because we are keen to develop aspects of our business outside traditional advertising." Partners Andrews Aldridge, the direct marketing outfit which was recently 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 British".