IKEA DECISION DUE THIS FRIDAY
A decision on IKEA’s advertising arrangements will be made this Friday following final presentations from agencies on Friday last week. Three agencies are involved in the credentials review that encompasses IKEA in Western Australia and South Australia – incumbent 303, Marketforce and the Sydney-based Host. Host were added to the review following Meerkat’s decision not to participate due to current work commitments and recent internal growth.
IKEA Marketing Manager Benedicte Hansen said the decision to include Host made a lot of sense as they hold the eastern-states side of the IKEA business and it was felt there could be areas for cooperation between the two operations. Hansen said they opted for a credentials review as she was already convinced that all three agencies have strong creative resources.
“Our decision is going to be based on the strategic capabilities offered, their approach and initiative to our brief, plus the best team fit and passion for our brand,” said Hansen.
Hansen said it was going to be a tough decision with all agencies acquitting themselves well: “We were very impressed with the detail and thinking that all agencies brought to the presentations. Certainly all three have demonstrated that they have the capabilities to handle the account and take the IKEA brand forward.”
17 Comments
I’m guessing that CB will be one of the first to know.
I still can’t believe 303 let this account even get to review stage.
What’s the book on Ikea, RAC and Burswood? Big end to the year.
What a shame if this account is lost to the East Coast. Let’s hope that MF or 303 are successful.
Lets see if RAC is just a cleansing pitch to remove bad blood or if in fact there is a mood for change.
five bucks each on MF for Ikea – brand for RAC and 303 for Burswood.
4.02/ 5.04.
Try not to leave such obvious gaps between your posts. A good idea is always to break things up in other than single hourly blocks
5.04.
Reckon you will lose every one of those bets. But let’s see…
For the record 5.24 I am not 4.02. I was just entering into the spirit of what 4.02 intended and was having a bit of fun. FUN – remember that guys? So I’m gonna stick with my $5 bets on MF/Ikea and Brand/RAC but change my Burswood one to the roughie – and hope that Gatecrasher wins by a nose over Brand & 303.
$500 on Brand keeping RAC (seems like it’s just a check up)
$50 on Host getting IKEA (why else would the client even include a ES agency)
Not betting on the other race (as I didn’t even know GC were in it)
Agree on Brand for RAC but not so sure on Host for IKEA. It makes sense to include them as they handle the account in the East but how could someone over there truly understand the cultural aspect or get a real sense of what osborne park is like on a Saturday morning to find a piece of furniture named fritz.
“Osborne Park”. 8.30? Surely you mean Innaloo? Let’s hope you don’t work at an agency involved in the pitch. Remember, retail is detail.
You guys can bet your pocket money all you like but the agencies involved have everything riding on it, especially their people.
8.30 303 has handled the ikea in Adelaide since it launched so Host could easily handle both Perth and Adelaide from Sydney. They currently handle Bankwest from Sydney. I really hope it does stay in Perth but Ikea would probably save money going with Host. The way of the world.
What’s the odds of RAC, Ikea and Burswood all staying where they are? 10-1?
News anyone…?
1.40/5.04/4.02.
Well, well, well. Now either you are exceptionally lucky or exceptionally well-informed. One more for the trifecta (although I’m guessing you would secretly have been happy with just that MF/IKEA bet…)