Ikea Consolidates CRM and Digital Business with Omnicom

IKEA UK & Ireland has consolidated its CRM and digital agency account into Omnicom. The appointment was made following a competitive pitch.

Proximity London will lead the account, with support from content marketing specialist, Redwood and AMV BBDO’s social arm, XLab. By appointing a group that can bring together one single client-facing team of specialists, the brand aims to increase efficiencies through greater collaboration and streamlined processes. The appointment also aims to facilitate the customer-centric and data-driven approach, which lies at the heart of IKEA’s strategy.

A transition period has already begun with the aim of the account being fully up and running within three months.

Laurent Tiersen, Country Marketing Manager for IKEA UK & Ireland said: 

“We’re really excited to be working with Omnicom and we hope that their expertise will support our ambition to be leaders in life at home in the UK and Ireland. Following their strong pitch, we have high expectations and we look forward to working with them in developing a strong brand and increasing engagement and activation amongst more people and new audiences”.

Joe Braithwaite, managing director at Proximity London adds:“Winning IKEA has been like a dream come true for the entire group. From the word go, we felt that we had a great cultural fit with IKEA, their core values around collaboration, fun and customer centricity really gelled with our own. Importantly for us, their track record for producing fantastic work means that we can look forward to really pushing the creative agenda with them.”