INTERNATIONAL BRIEFS: IKEA embarking on guerrilla campaign

AMSTERDAM: Swedish furniture chain IKEA is embarking on a guerrilla PR campaign across the Netherlands in support of product and store launches. Marcoms firm BlueberryFrog has been hired to handle the brief. BlueberryFrog creative director Mark Chalmers said: 'IKEA's activity will focus on real-life consumers and aims to portray a rebellious streak that endears it to consumers.'

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