Ikea appoints Mother

Ikea has appointed Mother to handle its UK advertising account.

The retailer’s advertising account was previously handled by Beattie McGuinness Bungay, which took over the account in 2007.

Mother will handle all creative and digital communication as part of the Swedish retailer’s brand development in the UK.

The appointment of Mother is part of Ikea’s ongoing review of its creative, digital and media partners.

In October 2009 Ikea appointed Cake to handle its PR strategy and campaigns and in November 2009 Ikea appointed Vizeum as its media buying and planning agency.

Anna Crona, director of Ikea UK and Ireland marketing, says: “We have very big plans for our brand and business in the UK and Ireland and want to have the best creative partner on board to help realise our ambitions. We have known Mother for some time and are excited about what they can bring to our business. Their creative work is exceptional, but just as important is their retail expertise and direct ways of working which provide the perfect cultural fit with Ikea.”

The first work Mother develops for Ikea is expected early autumn 2010.

Ikea launched an iPhone app in December which it plans to develop in line with customer feedback.

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