Ikea calls 5m ad review

IKEA, the Swedish furniture retailer, is reviewing its £5m advertising account in the UK.

The company has been working with Danish agency RBLM since May 2005 but this contract ends at the end of April. The review is being conducted through the AAR, with a shortlist expected to be finalised in May.

IKEA UK marketing manager Anna Crona says: "Whilst IKEA is a global brand we feel that it has a special place in the hearts of the UK consumer and we are therefore looking to appoint an agency that can help us maintain our global communication platform at the same time as being able to connect with our UK audience."

Last July the retailer put its marketing spend on hold pending a review of its advertising strategy.

Media planning and buying through MediaCom is not affected by the review. IKEA most recently used London-based Agency.com for its digital development. The retailer has previously worked with Karmarama and St. Luke’s on advertising.