Ikea appoints BWP Primal in move to integrate PR and marketing

Ikea has brought in BWP Primal to handle integrated marketing campaigns combining experiential, PR and social media following a major two-part pitch.

Ikea: New agency line-up
Ikea: New agency line-up

The agency was picked to work on integrated marketing campaigns following the appointment of Hope&Glory to run the press office as part of the AAR-led pitch aimed at integrating PR and marketing more closely.

BWP Primal, a PR and experiential shop within BWP Group, will work alongside the Ikea in-house marketing, social media and PR teams to deliver at least four integrated brand marketing campaigns per year on a project basis.

The new brief will include creating integrated marketing campaigns across the disciplines of experiential, PR and social media.

Each campaign is expected to involve all 19 Ikea stores in the UK. 

BWP Primal's work will be led by MD Natalie McLean-Reid, who will report directly to Ikea UK & Ireland country local marketing manager, Shirley Jones.

The agency will also work with Ikea’s other marketing agencies Mother, Vizeum and Lida.

Jones said: ‘We’re really pleased to welcome BWP Primal to the Ikea marketing team and look forward to working together to create engaging, exciting and targeted integrated brand campaigns that will contribute to a transformation and revitalisation of the Ikea brand.’

Ikea's press office and consumer PR account was formerly held by Cake.

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