Ikea picks Lida to handle UK marketing account

Ikea has picked digital and direct marketing agency Lida to handle development of its family loyalty programme in the UK and Ireland.

Lida will look after all strategic and communication responsibilities, replacing Quant Presky Maves, which has held the account since the UK launch of the programme in 2006.

Claire Cain, Ikea’s relationship marketing manager, said, “Our decision to work with Lida and [sister company] Ikano follows an extensive industry review in which we looked at how we best work with agencies to fulfill the Ikea Family programme’s total remit of data management, strategy and communication.”

The appointment completes Ikea’s review of its digital, creative and media roster. Last October it handed its PR strategy and campaign management to Cake, and in November Vizeum won its media planning/buying account. In January all Ikea’s creative and digital brand and business communications were handed to Mother.

Earlier this year Ikea launched an integrated campagin to promote its kitchen range.

This story first appeared on newmediaage.co.uk