Ikea appoints Mango Communications to its public relations account

Ikea has appointed Mango Communications to its public relations account, following a competitive pitch.

The business released a widespread call for expressions of interest from communications agencies in July last year, ahead of the tender process. The pitch concluded at the end of 2020.

The appointment marks a return of the account to Mango, which held it prior to the 2016 shift to current incumbent Pulse. In the past decade, One Green Bean has also worked with Ikea.

Speaking to Mumbrella, Pulse managing director Daniel Young, revealed that the agency declined the opportunity to pitch again on the account.

“Pulse enjoyed a highly successful four year relationship with IKEA in Australia. We are really proud of all the work we delivered together over the last few years including The Harbour Home, Australia’ First Removable Art Gallery and IKEA’s First-Ever Sleep Podcast,” Young said.

“In October 2020, we were invited to re-pitch for the business in line with IKEA’s global agency procurement process. After careful consideration, we declined the invitation to re-pitch. We wish them all the best with their new agency partner.”

Tabitha Fairbairn, Mango’s managing director, said: “This new partnership is an incredible way to close out 2020 at Mango. The Mango team has a huge amount of expertise, both corporate and consumer, working with big global brands in the Australian market. Our partnership with IKEA will enable us to deliver brilliant work for the brand and continue to build our ever-growing team.”

Mango’s remit covers corporate and consumer public relations. The agency will be assisting the in-house IKEA team with co-worker communications and working on public affairs, creative ideation, strategic campaign planning and execution.

Ikea joins New Balance on the agency’s list of new clients.

Ikea’s communications operations manager, Patricia Routledge, commented: “Mango Communications impressed Ikea as a full-service PR agency that can support us across the broad spectrum of our communications needs.

“Mango has an impressive portfolio of work and their drive and energy really impressed us at all stages of the pitch process.”



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