PLYMOUTH MEETING, PA: Ikea, which recently put its commercial PR account up for review, will be hearing pitches from the agencies on its short list in the next few weeks.
Wendy Clark, US commercial PR manager at Ikea, said the company has narrowed the list of potential agencies to five, all on the East Coast, and hopes to have a decision some time in August. Lime Public Relations & Promotion, NY, its consumer AOR for the last 12 years, is on the list.
"The time is right for us to do a review," Clark said, noting the company has not done so in at least a decade."
Clark explained that the company is not dissatisfied with the work Lime has done.
"We just felt it was time to put the account up for review."
"We understand why they need to do it, and we're looking forward to participating," Jennifer Landers, group account director at Lime.
Clark said Ikea is looking for a general agency with a "very strong expertise" in consumer branding.
Lime, which currently handles Ikea's corporate PR as well, does a number of projects for its expansion division. The expansion division works with a number of agencies depending on the market.
Clark said in the past Lime has handled all of Ikea's store openings. Lime also recently worked on some special events surrounding a product launch in October.
"We're looking for some big consumer branding kind of thinking going forward," Clark said. "But we also do very traditional nuts- and bolts-type product placement and grassroots media relations in our store markets and with the national press."