DY&R bows out as Ikea puts Singapore brief to pitch

<p>SINGAPORE: Ikea is putting its creative and media account up for </p><p>pitch as it looks to launch a campaign later in the year to reinforce </p><p>its leadership position and gain a greater share of consumers' </p><p>discretionary income. </p><p><BR><BR> </p><p>J Walter Thompson, BBH and Euro RSCG are believed to be vying for the </p><p>creative account, while Dentsu Young & Rubicam (DY&R), the incumbent for </p><p>the past 10 years, declined to participate in the agency review. </p><p><BR><BR> </p><p>The Media Edge, part of the Y&R group, is the incumbent on the media </p><p>account. </p><p><BR><BR> </p><p>Brian Harrison, chairman of DY&R, said: "We've had the account for a </p><p>long time and had done some award-winning work. But there's been a few </p><p>changes in the marketing department at Ikea and they want to revise </p><p>their marketing plans. </p><p><BR><BR> </p><p>"The relationship got a bit tired and we got the feeling they were going </p><p>to change agencies, so it was better to decline to pitch and depart </p><p>amicably as friends." </p><p><BR><BR> </p><p>A new agency is expected to be appointed by the middle of next month to </p><p>work on mainstream ad campaigns, which will be timed to coincide with </p><p>the peak retail period - Christmas through to early March. </p><p><BR><BR> </p><p>So far, Ikea has used mostly press ads and catalogues, but the furniture </p><p>retailer is re-evaluating its media strategy, according to Angelina Tan, </p><p>Ikea marketing and communications manager. </p><p><BR><BR> </p><p>"The new agency needs to understand and effectively promote the Ikea </p><p>philosophy and culture,"said Tan. "We're very different from other </p><p>furniture retailers in the way we operate and do business." </p><p><BR><BR> </p><p>Ikea competes not only against furniture retailers but also against </p><p>companies in the travel and leisure sector, according to Tan. "Couples </p><p>often make a choice between whether to buy new furnishings or maintain </p><p>their old furnishings and spend their money on a holiday." </p><p><BR><BR> </p><p>The key decision-makers overseeing the pitch are Tan, along with Philip </p><p>Wee, Ikea general manager, and John Petersen, Ikea's managing director. </p><p><BR><BR> </p>