PLYMOUTH MEETING, PA: Ikea has named Lippe Taylor its new corporate AOR as the company plans to discuss its CSR work after years of reticence.
Lippe Taylor will handle corporate brand PR, CSR, and crisis communications as part of the one-year deal. The firm's work with women, which make up 70% of Ikea's customers, and cause-related efforts were key factors.
"As a Swedish company, Ikea has been very humble about its programs," said Mona Astra Liss, corporate PR director, Ikea North America services. "We did not feel the need to discuss it. Lippe Taylor will [promote] what we're already doing and our new initiatives."
The company also wants the agency to help refresh the brand.
"We've been here for 21 years now," said Liss. "[We want to show] that we're a lot more than college dorm and children's furniture. They'll help us with that."
Liss added that Ikea will launch a "huge" environmental in-store campaign in all its US locations this year. The company is announcing the initiative during the third week in February.
Lime Public Relations & Promotion, the 12-year incumbent, did not defend the account.