Ikea looks to bolster sustainable credentials as it picks Anomaly for first global brief

Ikea hands global brief to Anomaly

Ikea Group has selected Anomaly to lead its first ever global account, created to develop a corporate and consumer communications platform focused on sustainability.

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.”

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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