Ikea: One Green Bean didn’t decline to re-pitch – we rejected them

ikea logoIkea and PR agency One Green Bean today found themselves in an ugly conflict over who ended the relationship after Mango was today named as the brand’s new public relations agency .

mango logoThe contradictory claims came after the Swedish furniture retailer this morning said that it had switched to rival agency Mango after a pitch covering PR, experiential and social media.

one green bean logoOne Green Bean quickly put out a statement from executive creative director Kat Thomas that the agency had chosen not to re-pitch for the business.

But after this claim was published, Ikea put out a further statement contradicting Thomas’s version of events, saying that One Green Bean pitched for the business, and failed to make it through.

Ikea’s statement at 11.27am:


Global home furnishing retailer IKEA has appointed a new PR agency in Australia following a review of its agencies. Mango, part of the DDB Group, has been appointed as IKEA Australia’s Public Relations partner to work across its PR, social media and experiential campaigns.

The appointment sees incumbent PR agency, One Green Bean, move off the business as of April.

IKEA Australia Marketing Director, Rebecca Darley, said “PR and Social Media continue to be a focus and a very important channel in our marketing mix, and now more than ever we are looking to leverage our brand personality, and engage with consumers in innovative and inspiring ways.

“IKEA maintains an integrated marketing approach, and we are thrilled to welcome Mango as a key agency partner. The team at Mango are passionate, and a perfect cultural fit for our brand. They bring to the table some exciting big brand experience and thinking, both in traditional PR as well as social media, that sets them apart and really resonates with our brand personality”.

Mango Sydney, Managing Director, Claire Salvetti commented: “We are thrilled to be working with IKEA, one of the world’s most influential and creative brands. The pitch was a great combined effort from both the Mango Sydney and Mango Melbourne offices.

“We’re looking forward to collaborating with the team at IKEA and continuing the brand’s heritage of delivering pioneering work in PR, experiential and social media.”

One Green Bean’s statement from Thomas at 11.56am:

“Having launched the world’s first doggie high chair for April Fool’s Day, a dads crèche for Father’s Day, opened IKEA’s largest store in the Southern Hemisphere with a meatball marathon and co-ordinated their first ever in-store wedding for Valentine’s day a few weeks back, we’ve delivered lots of fun and successful campaigns for IKEA. We chose not to re-pitch but to go out on a high after a brilliant four years together, and we look forward to seeing the IKEA brand continue to flourish”

Ikea’s statement at 12.54:

“Hi All

“Further to the below – as there is some confusion as to the IKEA PR pitch process & involvement.

“OGB were part of the six-way initial pitch and IKEA elected not to take them through to the next stage.”

Thomas had not returned Mumbrella’s call at the time of posting.

Tim Burrowes


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