A spokesperson told Campaign Asia-Pacific the agency won the contract in February after a pitch against undisclosed competitors, but is only announcing it now after Ikea formally announced its entry into the market. Serviceplan has already begun working with the furniture retailer on research and planning.
The agency will handle a campaign in the second half of the year to support the brand's launch and opening of the first store, in Gwangmyeong. TV, print, OOH and digital are all slated as parts of the media effort.
The spokesperson added that the agency expects to work on additional campaigns later on.
Serviceplan's interdisciplinary, global thinking, combined with local know-how made it stand out against the "fierce competition", Edmund Schaeffer, managing partner, claimed in a press statement.