Ikea, the flatpack furniture giant behind brands Järvfjället, Extorp, Skärhamn, and Stubbarp, – and Billy Bookcase of course – has recruited McCann as its first global agency amid plans to to build the brand worldwide.
The business will be led out of McCann Spain in Madrid, which already works with the Swedish retailer, but it will retain relationships with local creative agencies across its international markets.
The strategy behind the new appointment is to strengthen the brand globally across all countries.
The IPG agency will lead Ikea retail for the Ingka Group, which consists of 379 Ikea stores across 31 markets. This is the first time the retailer has appointed a single global shop.
According to the retailer, Ingka is implementing a new global agency approach and framework across its 31 markets “as part of Ikea’s mission to improve everyday life for customers”.
McCann Worldgroup global CEO Daryl Lee said: “We are humbled and excited to be appointed as Ikea’s first global brand marketing partner. Ikea’s vision to create a better everyday life for people, based on universal truths, is perfectly aligned with our global philosophy of ‘Truth Well Told.’
“Our teams that collaborated around the world, brilliantly led by McCann Spain, cannot wait to launch an enduring brand platform that resonates globally and further builds Ikea’s leadership position in every market.”
Ikea has worked with Ogilvy since 2010 and has used other WPP agencies, including David Madrid and Ingo. Ikea has also worked with Mother London on its creative campaigns for over a decade.
Earlier this year, Ikea launched a new online service for resale goods available exclusively to Ikea Family loyalty club members, designed to help customers lower their environmental impact by giving discontinued and “gently used” items a second home.
The “As-is” programme is part of the retailer’s commitment to environmental sustainability, for which it aims to reduce its emissions by 15% by 2030 and resort exclusively to recycled or renewable materials by 2030.
Ikea Family members need to log into a new portal and select the goods they want, which will then be reserved for 48 hours for pick-up at a designated store.
The service joins other initiatives, including Buy Back & Resell and the spare parts programme aimed at helping our customers live a more sustainably and prolong the life of their furniture.
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