Thursday, November 5, 2009

Ikea Begins Creative Review to Integrate General Market With Hispanic

NEW YORK (AdAge.com) -- Swedish furniture retailer Ikea, nearing completion of a media agency review, is now examining its creative roster of U.S. agencies in what it calls a move towards "integration of general market and Hispanic creative."

Ikea's 2010 catalog highlights new, lower prices throughout, surely an effort to attract cash-strapped consumers who have been delaying home purchases. The marketer has hired Boston-based Pile & Co., which has managed agency reviews for the retailer before, to assist with its "integrated communications" search.

"Ikea is evaluating all creative agency partners and identifying areas for improved communication effectiveness and efficiencies," said Leontyne Green, marketing manager for Ikea U.S. "Integration of general market and Hispanic creative could afford Ikea the best opportunity to develop breakthrough messaging and establish a more-integrated approach to marketing communications."

The marketer said it now partners with numerous creative agencies, citing Deutsch and Anita Santiago Advertising as specifically participating in the review.

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