IKEA Appoints Virtue as Creative Lead Agency
Today VIRTUE is announced as IKEAs new main agency for brand building communications in Sweden, Finland, Norway, Denmark, Portugal and Belgium.
Per Stolt, country marketing manager, IKEA Sweden says: “We are happy to announce our partnership with Virtue and we look forward to starting our collaboration, with the aim to deliver communication that will attract many more of the many people to come to IKEA in six Markets”.
After a competitive pitch VIRTUE will lead brand communications to help further build the love for IKEA through bigger, longer term and purposeful initiatives. VIRTUE will be responsible for creative work across all channels and in high reach media.
Gemma Knox, managing director VIRTUE, Northern Europe adds: “We are honoured to be working with such an iconic brand with a legacy of excellence in creative and strategic thinking. Per and his team showed incredible creative ambition throughout the pitch process and we’re thrilled to be partnering with a brand that believes in building a long term approach. As a borderless agency with offices in 26 countries, VIRTUE is uniquely placed to understand the variance and nuance of IKEA’s footprint and easily serve and adapt to the local needs of the markets; Sweden, Finland, Norway, Denmark, Portugal and Belgium. Being part of VICE Media Group gives us real insights and intelligence in these local markets, a deep understanding of the mindset of the target audiences and an ability to create culturally relevant work. ”We can’t wait to get started.”
Last year VIRTUE was appointed as the lead creative agency for Switzerland where they were responsible for the new brand positioning of IKEA Switzerland. Their new brand claim "Bring more home to your life", aims to inspire the Swiss to give their home more meaning and to not only see it as a physical space. On the back of that VIRTUE was responsible for various successful 360 campaigns around the importance of sleep.
The account win comes on the back of some award-winning, and globally-recognised work such as launching the world’s first purely digital fashion collection (adDRESS_THE_FUTURE) for Carlings and the creation of ‘Q’ - the world’s first genderless voice to end gender bias in technology.