IKEA Australia appoints new creative agency after four years with CHEP Network

IKEA Australia has handed its creative to Host/Havas, in the agency’s first local account win of scale since CEO Gayle While joined earlier in the year.

Host/Havas replaces CHEP Network, after IKEA Australia announced it would be parting ways with the incumbent in April, after four years as its creative agency.

Kirsten Hasler, head of marketing at IKEA Australia, said: “We were humbled by the interest shown by the creative agency community in the IKEA Australia brand, and want to thank the agencies that were part of the closed pitch for their effort, investment and energy.

“After going through a competitive pitch process, what stood out was Host/Havas’ solid strategic thinking, equally strong creative capabilities and the natural values alignment for both our organisations.

“Host/Havas’ ethos of helping their clients ‘grow well’ is complemented by our media agency Mindshare’s philosophy of ‘good growth’, both connecting to the IKEA vision: To create a better everyday life for the many people,” continued Hasler.

IKEA recently changed its global marketing and brand positioning, and Hasler said Host/Havas demonstrated an ability to build on the strength of the new global direction with local Australian insights.

Gayle While, CEO of Host/Havas, said: “It’s a privilege to have the opportunity to work with the IKEA team, and their partners, to bring to life the vision for this iconic brand across Australia.

“We can’t wait to help shape the next chapter for IKEA Australia, which is very aligned to our goal of helping meaningful brands to ‘grow well’,” she said.

Hasler concluded: “We would like to recognise and thank our incumbent agency partner CHEP Network, who have helped us grow Australians’ love to IKEA with award-winning, local creative work that has received global recognition.”

Host/Havas will begin work for IKEA Australia from 1 September.


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