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Business on the Move: Ikea Group, Mind, Nemiroff and more

Ikea Group has selected Anomaly to lead its first ever global account

Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.

Agency wins

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’.

Mind, the mental health charity, has appointed customer engagement agency PSONA to help its supporters understand the upcoming change to General Data Protection Regulations (GDPR) ahead of the May 2018 deadline.

The agency has been tasked with delivering a campaign that will “educate and empower” people to opt-in to the brand’s communications which will launch next month.

Vodka brand Nemiroff has named Campbell Ewald as its agency of record. The agency will be responsible for launching Nemiroff’s national distribution in the US, including creative, media and interactive duties. The first work for Nemiroff will launch later this year.

Equi's ice cream has appointed PR and digital marketing communications agency Big Partnership to manage its trade and consumer PR.

The family business based in Hamilton celebrates its 95th anniversary this year, and is looking to secure additional listings for its premium range of ice cream. The campaign will be managed by Big’s consumer team in Edinburgh.

Berry Bros & Rudd, the wine and spirits merchant, has appointed BBD Perfect Storm to reposition its liqueur brand, The King’s Ginger.

BBD Perfect Storm has developed new packaging, advertising and social media communications to support the repositioning, along with integrated experiential and trade activations.

De Beers has handed Keko London the account for Forevermark’s Exceptional Diamond Collection (EDC) after a competitive pitch.

Keko London will be responsible for creating and activating a new global marketing strategy and have been tasked to redefine the brand’s experiential strategy to engage with present and future ultra high net worth individuals (UHNWIs).

ING has re-appointed UM Australia as its media agency following a long-running review process.

UM will be responsible for the financial company's national media account including media planning, buying and strategy. The agency has managed the account since 2012.

NAB Business Bank has awarded its creative and digital services account to Clemenger BBDO Melbourne following a competitive pitch process.

Clemenger BBDO Melbourne is also lead creative agency for NAB, with the latest appointment bringing the two businesses together under one agency.

Aussie Home Loans, the mortgage brokers, has appointed Switched on Media as its digital agency.

Switched on Media will be responsible for Aussie’s digital strategy, planning, media buying and execution across the full range of digital services including SEM, SEO, display, affiliates, social media, content amplification and CRO.

Club 21, the luxury fashion retailer, has hired Havas Group’s Ecselis as its performance-marketing agency following a pitch.

Ecselis will be tasked with driving e-commerce sales for Club 21’s e-store by leveraging performance-marketing channels such as SEM, programmatic, social display, paid digital media, analytics and SEO. The account was previoudly managed in-house.

Wella, the hair colour, styling and care company, has appointed Mango Sydney and Mango Auckland as its public relations agency partner across Australia and New Zealand after a competitive pitch.

Mango will be responsible for marcomms services including communications planning, creative, public relations, experiential, sponsorship and digital for all brands within the Wella portfolio.


Emer Howard, Bobby Byrne, and Steven Mangan, former creative talent at Dublin-based creative and advertising agency Rothco, have launched a creative brand development agency dedicated to sport, Ringers.

Ringers will offer creative consultancy and creative brand development to brands, athletes and sports organisations.

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