Ikea $1.1m shoot-out goes to Lowe Lintas

SINGAPORE: Lowe Lintas & Partners, a dark horse in the Ikea pitch, has scooped the S$2 million (US$1.1m) account in a four-way shoot-out. The agency beat BBH, Euro RSCG and J. Walter Thompson. Dentsu Young & Rubicam was the incumbent agency, while media buying and planning will shift from The Media Edge to Initiative Media. Ikea had initially refused to allow Lowe Lintas to pitch as it had drawn up an agency shortlist. But Addison James, Lowe Lintas chief executive, convinced Angeline Tan, Ikea marketing and communications manager, to give his agency a shot. Tan said: "Lowe Lintas was relentless in pursuing this, and it just demonstrated to us the passion they had for our brand. They only had two weeks to work on their pitch and the fact they came up with such a great presentation at such short notice indicates how committed they are to working on our account." Tan described Lowe Lintas as good listeners, "but they're not 'yes' men and there's no ego there". Ikea gave the participating agencies a brief and asked them to come up with creative work and a strategy. As BBH has a policy of steering clear of creative pitches, it did a strategic pitch and showed previous work to demonstrate its creative capabilities.

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