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Host loses Ikea days after being dropped by Lion Nathan

Ad agency Host has parted company with Ikea less than a week after being dropped from the Lion Nathan roster.

Ikea said that it had called a pitch – to be conducted by Trinity P3 – and Host had declined to participate.  

It said: “Ikea Australia has today announced that it will undertake a full review of its creative strategy via a competitive agency pitch. The company has enjoyed considerable growth over the last several years and is on the cusp of an aggressive expansion plan which will see two new stores open in late 2011 (one in Sydney and one in Melbourne) and a total of nine stores by 2015.

Ikea ad from April 2008:

Ikea’s national marketing manager Rebecca Darley said: “With the addition of two new stores, both considerably larger than our existing outlets, Ikea’s business will grow dramatically over the next several years so we want to ensure our partnerships are geared towards supporting us through this period. Host have delivered some really strong campaigns over the last three years and have made a significant contribution to our ongoing success.”

“Ikea is one of the world’s most successful brands and it has a reputation for creating highly original marketing campaigns, so we expect the pitch process to be highly competitive.”

Prior to Host, BMF held the business for five years.

Last week, Lion Nathan dropped Saatchi & Saatchi and Host from its roster. Host had looked after James Squire beer.

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