Uzina will take over the local creativity of Ikea, worked on for the past eight years by The Hotel. “Campaign adaptation, development of local brand activation and social media projects” will be the areas in charge of the agency, which was selected following a market consultation process launched by the brand and coordinated by Scopen. Virtue, which won Ikea’s account in six European markets at the beginning of last year, continues to be the agency responsible for activating and positioning the brand in the national territory.
“The beginning of the partnership with Virtue, announced in February 2020, is in line with Ikea’s purpose of working on the brand’s campaigns in an increasingly transversal way and aligned between various markets”, explains the company in a statement, explaining that the Uzina will work on the brand “aligned with this direction”.
Within the scope of this model, the brand fits, hiring a creative agency in each market appears as a “complement” since “the need to maintain partners for local work was identified, either to adapt the work developed in the cluster, or to respond the most daily and brand activation needs ”.
“With the conclusion of the contract with the agency The Hotel – to which we deeply appreciate the support, work and dedication over the past eight years – we started a local contest, which came to demonstrate the enormous quality of projects developed by creative agencies in Portugal and that confirmed the importance and relevance of having local partners ”, says Helena Gouveia, marketing director at Ikea Portugal.
The model currently followed by the brand on the Portuguese market, where communication is worked across with Sweden, Finland, Norway, Denmark and Belgium, results from an analysis in which “Ikea identified themes and areas of action common to different groups of markets ”, justified the person in charge to M&P, when hiring Virtue.
“Ikea seeks, on a daily basis, to develop and implement new work practices and new ways to create synergies between markets and between partners. Technological and digital developments and the introduction of new communication channels and platforms inspired Ikea to rethink the whole way the brand communicates ”, contextualized Helena Gouveia, clarifying to M&P that “the responding to essentially local challenges ”would continue to be“ ensured by the network of local agencies and partners, including creativity, production and media ”.
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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