Industry sources said Dentsu Young & Rubicam, Saatchi & Saatchi and
Bates pitched early this month for the business, which is currently
handled by a mainland agency. With two mainland stores - in Beijing and
Shanghai - Ikea's previous campaigns have been more promotional than
strategic in nature, according to sources.
Despite its limited China presence, the mainland ranks as Ikea's biggest
market, accounting for 14 per cent of purchases, the same level as its
home market.
The construction of another 70 million homes in the country will provide a fresh boost for the home furnishings market as home ownership rises.
