Ilva appoints Krow and EdwardsGroomSaunders to 8m ad account

Krow and EdwardsGroomSaunders have won the 8m advertising account for Danish retailer Ilva. It follows a four-way pitch against Beechwood, Albion and incumbent agency Isobel, which pitched with undisclosed partners.

Krow and EdwardsGroomSaunders have won the £8m advertising account for Danish retailer Ilva. It follows a four-way pitch against Beechwood, Albion and incumbent agency Isobel, which pitched with undisclosed partners.

It is not clear if incumbent communications planning agency Experience, which had worked with the retailer since 2005, repitched for the account.

It is understood that the retailer, which launched in the UK last August, is planning to boost advertising spend from £5m last year to £8m. It has been working to position itself as an “Ikea for adults” and is keen to raise the profile of its three UK stores, in Thurrock, Gateshead and Manchester. It ran a TV campaign at Christmas aimed at building awareness.

Isobel won the business in 2005 without a pitch after courting the retailer for more than a year. It called the pitch in March (MW March 29).

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