As a new strategic account, the win will not affect the work of local incumbent creative agencies, including Mother in the UK.
Ikea began conversations with agencies in February 2017 and awarded the account following a competitive pitch. According to Anomaly, the furniture brand was seeking ‘an agency with global understanding and reach into Ikea's key markets in EMEA, USA and Asia’.
The brief will run for a minimum of three years and will be carried out across Anomaly’s global offices. Creative work will also be produced alongside strategy, with digital and film already being discussed.
Anomaly Amsterdam led the agency’s pitch.
Claudia Willvonseder, global marketing and communication manager at Ikea Group, said: “In Anomaly, we have found a creative partner that brings an integrated approach to our global and local communications work.”
Fabian Berglund, executive creative director at Anomaly Amsterdam, added: "To get to work with the company that founded the idea of democratic design is not just a great opportunity for Anomaly, but for me - as a Swede - it's a dream come true.”