Ikea maps China push with move to Saatchis

Saatchis Beijing chief executive, Charles Sampson, said the Swedish furniture chain was seeking to reinforce its global concept of wanting to be seen to as the customer's partner in the creation of better living.

Ikea, which primarily uses the print and radio media for its advertising campaigns, is laying the foundations for an aggressive expansion plan after becoming "emboldened by its successes since setting up in the country in 1998", added Sampson.

The company currently runs two outlets, one each in Shanghai and Beijing.

It is believed that it wants to significantly expand the number of its stores within the next three years.

Sampson said the pitch was focused on strategic recommendations and that upcoming campaigns would be primarily above-the-line.

"We'll be working on all aspects of the account but it will be above-the-line led, however, the strategy is to take the concept and translate it to fit in other areas, such as in-store promotions, catalogues and online."