BMB's appointment marks a return to a British above-the-line agency for Ikea. The most recent UK advertising for the Swedish furniture giant was created by the Danish agency RBLM. Ikea had used Karmarama until May 2005.
Having hired BMB, Ikea now plans to launch a campaign, backed by a new marketing strategy, that will run across all its communications from the end of the summer.
In December last year, Ikea announced it intended to give online advertising a more prominent role in its marketing communications. The company added the Omnicom-owned Agency.com to its roster the previous June.
The pitch was handled by the AAR. Media planning and buying, which is handled by MediaCom, was not affected by the review.